Cambodia Investment Review
Pernod Ricard has reaffirmed its long-term commitment to Cambodia following a major transformation of its local operating model, with Kingdom Drinks taking responsibility for sales and distribution while Pernod Ricard continues to oversee branding and marketing.
Speaking to Cambodia Investment Review, a spokesperson for the Representative Office of Pernod Ricard Singapore in Cambodia said the transition reflected a deliberate strategy to strengthen the company’s long-term position in the Cambodian market.
The new structure, adopted in 2025, was designed to create a more agile and locally responsive commercial model while allowing Pernod Ricard to maintain disciplined investment behind its premium and prestige portfolio.
“The new model combines complementary strengths and allows each partner to focus where it can create the greatest value,” the spokesperson said.
“More than one year after implementation, we view the partnership as constructive, well-aligned and value-creating, enabling more consistent brand execution and a stronger premium experience across Cambodia.”
New Model Strengthens Market Execution
Pernod Ricard did not disclose specific sales or growth figures following the transition. However, the company said the partnership had strengthened its presence across both on-trade channels—including bars, restaurants and hotels—and off-trade retail outlets.
The operating model has also supported broader product availability, closer cooperation with key customers and faster responses to changing market conditions.
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“For us, success is not defined by a single metric,” the spokesperson said. “We look at the overall health of the business, including sales momentum, quality of execution, customer relationships, brand visibility and our ability to build sustainable premium growth over time.”
The company added that maintaining close relationships with customers and consumers remained an important measure of the partnership’s performance as Cambodia’s marketplace continued to evolve.
Premium Whisky Remains a Key Growth Driver
Pernod Ricard sees Cambodia as an attractive long-term market for premium international spirits, supported by tourism, a developing hospitality sector and increasingly discerning consumers.
Premium Scotch whisky remains one of the company’s strongest categories in Cambodia, particularly for gifting, celebrations and other important social occasions. Its whisky portfolio includes internationally recognised brands such as Chivas Regal, Royal Salute and Ballantine’s.
However, changing consumer preferences are also opening opportunities outside the traditional whisky segment.
The expansion of cocktail culture, new bar and dining concepts and demand for more sophisticated social experiences are supporting interest in gin, tequila and other brands positioned around the hospitality and nightlife market.
“Consumers are no longer choosing only a product; they are choosing a story, a ritual and an experience,” the spokesperson said.
As a result, Pernod Ricard said authenticity, craftsmanship and memorable brand experiences would play an increasingly important role in its portfolio and innovation strategy.
Authorized Distribution Supports Product Authenticity
According to Pernod Ricard, official distribution provides consumers and businesses with assurance that products are genuine, traceable and handled in accordance with the quality requirements applied to global premium brands.
Authorized products are sourced through official supply chains and stored, transported and managed according to the relevant brand standards.
For retailers, hotels, restaurants and bars, the official distribution network also offers reliable supply, professional customer service, product knowledge, brand training, responsible-serving guidance and access to new portfolio launches.
“Ultimately, authorized distribution helps ensure that consumers enjoy our products as intended: safely, responsibly and with the quality experience that our brands represent,” the spokesperson said.
The company views this distribution framework as an important part of building market confidence and supporting the sustainable development of Cambodia’s spirits industry.
Pernod Ricard Eyes Growth Across Multiple Categories
Looking ahead, Pernod Ricard expects favourable demographics, tourism growth, a dynamic hospitality market and rising appreciation for international brands to support the premium spirits sector over the longer term.
The group plans to strengthen its existing global portfolio while considering innovations aligned with changing consumer expectations.
It sees opportunities across premium whisky, cognac, tequila and gin, as well as emerging categories serving consumers seeking more distinctive and experience-led products.
Despite the changes to its commercial structure, Pernod Ricard said its commitment to Cambodia remained unchanged.
“As a long-term partner in Cambodia, our role is not only to grow our brands, but also to contribute positively to the development of the premium spirits market together with our customers, consumers and industry partners,” the spokesperson said.
“We believe the next chapter of growth will be defined by quality, responsibility and memorable brand experiences, and we are committed to playing an active role in shaping that future.”
