Raising a toast to excellence: Sensota Cambodian Rice Spirit by Pernod Ricard Cambodge wins prestigious FMCG Asia Award
Sensota Project triumphs at FMCG Asia Awards, restoring local pride in rice spirit production.
Sensota Cambodian Rice Spirit by Pernod Ricard Cambodge Co. Ltd. won the prestigious FMCG Asia Award from the ESG Initiative of the Year - Cambodia. Its groundbreaking initiative seeks to rekindle local pride in the time-honoured craft traditions of Cambodian rice spirit by providing invaluable support to communities in Takeo Province, Cambodia. Spearheaded by Pernod Ricard, this innovative project not only aims to elevate the quality and safety of Cambodian rice spirit but also to bolster local communities whilst tackling the pressing issue of unrecorded consumption within the country.
Pernod Ricard established a distillery and created Sensota with nearby partners. The name comes from the Khmer term "Sensot," which means "pure," and implies the process of producing a pure and safe rice spirit from locally supplied raw rice spirit that farmers produce. Sensota also honours the natural ingredients that come together to make it. Pernod Ricard Cambodge is the primary distributor of the Sensota brand in Cambodia.
In Cambodian festivals and healing ceremonies, the traditional rice spirit known as Sraa Sor plays a vital role due to its deep-rooted cultural significance. Rural women, who are often farmers for sustenance and are the primary drivers of the agricultural economy, cling to this resource like a lifeline. Unfortunately, the manufacture of artisanal alcohol in the region sometimes falls short of safety regulations, which results in undisclosed safety risks associated with the consumption of this treasured beverage.
In association with the NGO Agrisud, Pernod Ricard collaborates with local distillers in Takeo Province. Their objective is to enhance rice spirit production by providing training in hygiene and alcohol production methods, along with setting safety standards for high-quality Sraa Sor. The distillery directly sources from local distillers and re-distils the spirit to produce a premium quality rice spirit. Moreover, the project supports farmers with improved agricultural training, enabling them to diversify their income sources.
On 29 May 2023, Pernod Ricard Cambodge teamed up with the Institute of Standards of Cambodia (ISC) and the Ministry of Industry, Science, Technology, and Innovation (MISTI) to sign an MOU for developing Cambodian rice spirit standards and promoting Sraa Sor as a national pride. Sensota has earned significant recognition from government officials, ministries, trade partners, and consumers for its quality and promotion of Cambodian rice spirit domestically and internationally through these collaborations.
Pernod Ricard actively supports the documentary "Sra Stories" and the book project “Sraascape”, celebrating Cambodian heritage drinks, including rice spirit. This initiative aims to boost the recognition of Sraa Sor as a national treasure.
Sensota has been commercially available in Cambodia since August 2023. Pernod Ricard Cambodge is committed to continuing the commercial expansion of Sensota whilst simultaneously prioritising its efforts to enhance the positive social impact within its local communities.
The FMCG Asia Awards is presented by Retail Asia Magazine. To view the full list of winners, click here. If you want to join the 2024 awards programme and be acclaimed for your company's exceptional products or initiatives in the FMCG industry, please contact Jane Patiag at [email protected].
