[2][3] While in 2015 it also overtook Bacardi as world's largest selling rum brand.

Bhaichand Patel of Times of India called it a "contest between David and Goliath".

[7] Old Monk being launched in 1954 was the largest selling dark rum in the world for several decades,[8] according to Manu Balchandran of business publication Quartz, "For years, drinking rum in India simply meant drinking Old Monk".

[7] Celebration rum and Bacardi has been involved in close competition in terms of number of sells since 2012.

[11] According to official website of United Spirits, Celebration Rum got following awards.