Harrison White
In an exclusive CIR Leader Talks interview, Daren Ong, Managing Director of Pernod Ricard Cambodia, outlined the company’s strategic approach to promoting responsible alcohol consumption and sustainability in Cambodia. This discussion comes at a pivotal time as the company, in collaboration with major industry players, launches a Self-Regulatory Code for Responsible Alcohol Marketing and Communication, aiming to set a new standard for ethical advertising in the Cambodian alcohol industry.
Commitment to Responsible Marketing
The Self-Regulatory Code for Responsible Alcohol Marketing and Communication, launched by a coalition that includes HEINEKEN Cambodia, Cambrew (Carlsberg Cambodia), the Wine Spirits & Beer Importer and Distributors Association (WSBIDA), and APISWA, represents a significant commitment to responsible marketing practices within the alcohol industry. The code is designed to prevent excessive drinking, safeguard minors from exposure to alcohol marketing, and promote social responsibility across all media platforms.
Read More: Alcohol Industry Coalition Unites to Boost Responsible Marketing Standards and Practices in Cambodia
Daren Ong emphasized the critical role that Pernod Ricard Cambodia plays in this initiative. “At Pernod Ricard Cambodia, we see responsible marketing not just as a business obligation but as a moral duty. This is why we have wholeheartedly embraced the Self-Regulatory Code, which is specifically designed to ensure that our marketing efforts do not target those under 18 and that we actively promote responsible drinking,” Ong stated.
He further explained that the company collaborates closely with local governments and NGOs to enhance public awareness of the risks associated with alcohol misuse. “We have partnered with the National Road Safety Committee, the Ministry of Public Works and Transport, and various NGOs such as CamSafe and Metahouse. Our joint initiatives include educational campaigns like ‘The Power of No,’ ‘Autosobriety,’ and ‘Drink More Water,’ which are aimed at combating underage drinking and reducing incidents of drink driving,” Ong added.
Advocacy for Legal Purchasing Age
Cambodia remains one of the few countries without a legal purchasing age (LPA) for alcohol, a situation that Pernod Ricard Cambodia is actively working to address. The company has been at the forefront of advocacy efforts, pushing for the establishment of an LPA to protect minors from alcohol consumption.
“We are committed to supporting the Royal Government in establishing a minimum legal purchase age for alcohol in Cambodia,” Ong said. “This has involved conducting research, organizing multi-stakeholder workshops, and sharing international best practices. We are ready to assist in the education and enforcement activities that will be necessary once the sub-decree is in place. The introduction of an LPA is critical for ensuring that minors are not exposed to alcohol consumption, and we are eager to see this regulation enacted.”
Ong also highlighted the broader implications of the LPA for the industry, noting that it would create a more responsible and competitive marketplace. “The establishment of an LPA will not only protect consumers but will also enhance the reputation of Cambodia’s alcohol industry by aligning it with international standards. This is a crucial step towards fostering a more responsible society,” he remarked.
Sustainability and Circularity Initiatives
Beyond its commitment to responsible marketing, Pernod Ricard Cambodia is also deeply invested in sustainability and circularity, aligning with the global goals set by the Pernod Ricard Group. These efforts are integral to the company’s operations in Cambodia, where they are being tailored to meet local needs and challenges.
Ong elaborated on the company’s sustainability initiatives, saying, “Sustainability and circularity are core to our operations at Pernod Ricard Cambodia. We follow the principles of Respect, Rethink, Reduce, Reuse, and Recycle in our daily operations. These principles guide not only our internal processes but also our engagement with business partners, such as bartenders, to promote these values across the industry.”
Globally, the Pernod Ricard Group has taken significant steps to reduce packaging waste, particularly with the removal of permanent mono-cartons across its portfolio in India. Ong noted the impact of this initiative: “Since 2022, this move has led to a reduction of over 18,000 tonnes of secondary packaging waste and 7,000 tonnes of CO2 emissions annually. Additionally, we have been able to save 250,000 trees per year. We are now exploring similar initiatives in Cambodia, including glass recycling projects that have proven successful in other countries like China, Singapore, and Malaysia.”
Looking ahead, Pernod Ricard Cambodia plans to continue leading the industry in both responsible marketing and sustainability. Ong expressed confidence in the company’s future direction, stating, “We are dedicated to deploying innovative sustainability initiatives that not only meet global standards but are also adapted to the Cambodian context. Our goal is to create a lasting positive impact on the environment and society while maintaining the highest standards of business ethics.”
Through these combined efforts, Pernod Ricard Cambodia is setting a benchmark for responsible business practices in the country. As the alcohol industry continues to evolve, the company remains committed to fostering a safe, responsible, and sustainable marketplace that benefits both businesses and consumers in Cambodia.
