Logo of Phnom Penh Post newspaper Phnom Penh Post - Spirits maker takes over local distribution

Spirits maker takes over local distribution

Spirits maker takes over local distribution

Pernod Ricard, the world’s second-largest wines and spirits company, announced yesterday that it will open an office in Cambodia to undertake the exclusive importation and distribution of its products in the Kingdom.

The French spirits maker previously operated a representative office in Cambodia through which it organised product distribution with third-party firms, according to Philippe Guettat, chairman and CEO of Pernod Ricard Asia.

With the new office, the company aims to better promote its range of products in the country, including Beefeater gin, Absolut Vodka and Jameson whiskey, and work directly with retailers and wholesalers to gain a greater share of the local high-end alcohol market.

“The DNA of Pernod Ricard has clearly always been we sell our own brands with our own teams and this enables us to activate our brands and to invest longer term,” he said yesterday.

“The idea would be first to capitalise on our brands which already exist in the market and to be able to grow them and develop them.”

The local subsidiary, Pernod Ricard Cambodge, will follow a strategy of promoting its better-known products such as Chivas Regal whiskey or Ballentine’s Scotch whisky, to gain a greater customer base in the country, Guettat explained. He noted that demand has grown in Asia for cognac and whiskey products in particular.

“Cleary today we know that there is an appetite for Scotch whisky in Cambodia and in this regard, Chivas Regal is a very iconic, so we intend to capitalise and cultivate that and grow and develop it,” he said.

“We have identified as well that there is some interest in cognac and for that, with Martell [cognac] being the leader in Southeast Asia, the leader in China, and a very strong leader in the whole of Asia, it will have a role to play.”

Marc Rosales, general manager of Pernod Ricard Cambodge, explained that the company will focus specifically on the younger, more educated and consumer savvy generations of Cambodians in its marketing and outreach efforts.

“Any great brand cannot be great if it does not take care of its consumers, so naturally in Cambodia, we will focus on the consumer.”

He said this focus would primarily be on young adults in their 20s “who are more educated than their parents, more travelled and more exposed to trends”.

MOST VIEWED

  • WHO: Covid in Cambodia goes into new phase

    The World Health Organisation (WHO) in Cambodia said that Cambodia has reached a new phase of the pandemic with “decreasing case numbers, high vaccination coverage and a more transmissible circulating variant threatening a hidden surge”. In a press release on September 6, the WHO said that

  • 'Pursue your goals, reach out to me': Young diplomat tapped as envoy to South Korea

    Chring Botum Rangsay was a secretary of state at the Ministry of Foreign Affairs and International Cooperation before being designated as the new Cambodian ambassador to South Korea. According to her official CV published on the foreign ministry’s website, she started her first government

  • International air visitor arrivals dip 93%

    The number of foreign tourists entering Cambodia through the Kingdom’s three international airports witnessed a sharp 92.5 per cent year-on-year decline in the first seven months of this year, according to the Ministry of Tourism. The airports handled 51,729 international tourists in the January-July period versus

  • School reopening ‘offers model for other sectors’

    World Health Organisation (WHO) representative to Cambodia Li Ailan said school reopening process should be used as a role model for reopening other sectors currently mothballed by the Covid-19 pandemic. Li strongly supports the government’s decision to reopen schools, saying it is a decision

  • Covid jab drive for 6-11 age group to begin Sept 17

    Prime Minister Hun Sen has permitted Covid-19 vaccinations for over 1.8 million children aged 6-11 across the country from September 17 in order for them to return to school after a long hiatus. Hun Sen also hinted that vaccinations for the 3-6 age group will follow in

  • Is Cambodia’s microfinance sector running its course?

    Economic growth and the strength of the banking system might have prompted a slow decline of the microfinance segment that has been raising a population ‘The MFI business model is over,” opined David Van, a Cambodian investment expert, recently. He felt that in a couple