Harrison White
Pernod Ricard, a global wine and spirits company, is introducing Sensota, a new Cambodian rice spirit brand, to address the key alcohol consumption-related challenges in Cambodia. The distillery buys directly from the local distillers and re-distills to produce the premium quality rice spirit found in Sensota. The project also supports farmers in improved agricultural training to diversify their income sources.
The traditional Cambodian rice spirit, Sraa Sor, has been a crucial element of customary rituals and medicinal remedies for thousands of years. However, the handcrafted local production of this alcohol often ignores safety standards, resulting in hazardous and unrecorded consumption, which accounts for nearly 50% of alcohol consumption in the country, according to the World Health Organization’s Global Status Report on Alcohol and Health (2018).
Working with local distillers in Takeo province
To overcome the challenges faced by traditional Cambodian Sraa Sor, Pernod Ricard aims to introduce a safe-to-consume and clean rice spirit that aligns with the company’s broader business objectives and sustainability goals.
The project involves working with local distillers in Takeo province to enhance Sraa Sor production and create greater social impact. The partnership includes upskilling and training in hygiene and alcohol production methods, as well as setting safety standards for high-quality Sraa Sor.
Read more: Leader Talks with Daren Ong, Managing Director of Pernod Ricard Cambodge
The distillery buys directly from the local distillers and re-distills to produce the premium quality rice spirit found in Sensota. The project also supports farmers in improved agricultural training to diversify their income sources.
Cambodia’s traditional rice spirit, Sraa Sor, serves as a significant source of livelihood for rural women, who constitute most small-scale producers. It also fuels rural agricultural economies. However, the unregulated market for alcohol in Cambodia has led to high levels of hazardous and unrecorded consumption, putting public health and safety at risk.
Pernod Ricard’s introduction of Sensota aims to create a sustainable industry that benefits local farmers and communities while addressing the key alcohol consumption-related challenges in Cambodia.
The expected consumer price for Sensota will be set around $25 USD, with sales volume predicted to grow steadily as the product gains popularity. Pernod Ricard and its partners will continue to expand the social impact of the project, benefiting local farmers who are involved in its production.
Sensota – a national product for the Kingdom
As a next step, Pernod Ricard Cambodge will push the commercial roll-out of Sensota, which is a newly launched Sraa Sor. Nonetheless, the company strongly believes Sensota will become a national product and will be preferred by both local and foreign consumers in Cambodia.
Read more: Fighting the illicit alcohol trade in Cambodia and ASEAN
To differentiate the brand in the highly competitive spirits market, Sensota’s marketing strategy will showcase Cambodia’s distillation culture and express national pride with international standards. The brand will collaborate with business chambers and partners to raise awareness of the quality of national spirit brands, using gifting and meal occasions as the main driver.
The marketing strategy aligns with Pernod Ricard’s broader business objectives and sustainability goals, as the company places great importance on the terroir, or birthplace, of all its products. Pernod Ricard partners with local farmers and respects local communities to benefit the planet, consumers, and its business.
Launching the official affiliate in 2017, Pernod Ricard Cambodge most recently relocated to its new head office at Amass Central Tower, to accommodate the growth of employee numbers and business expansion.
The Group now boasts 16 top international brands including, among others, Chivas Regal, Absolut Vodka, Royal Salute, Ricard pastis, Ballantine’s, Jameson Irish whiskey, Martell cognac, Havana Club rum, and Mumm and Perrier-Jouët champagnes.
