Samai Distillery: How Cambodia’s First Rum Brand Wins Over Local Drinkers

As Cambodia’s first rum distillery, Samai has introduced cane spirits to a market dominated by rice spirits. Co-founder Daniel Pacheco, originally from Venezuela, shares with The Drinks Business how his love for rum inspired him to bring quality cane spirits to Cambodia. “Back then, it was impossible to even find imported rums,” Pacheco recalls. “Whenever we got our hands on a nice bottle, we’d sit around, enjoy it together, and talk about home.”

Fourteen years ago, when Pacheco first arrived in Cambodia, he worked in rural solar energy. During his time visiting villages, he noticed the country’s sugarcane production but saw it only used for sugar, not spirits. With this discovery, he teamed up with Antonio Lopez, a high-school friend, to create Samai Distillery. They hired Moang Darachampich, a master distiller and production manager with a background in chemical engineering and fermentation, to create their signature molasses-based rum.

Turning Locals Into Rum Enthusiasts

Bringing Cambodians around to rum was challenging at first. Samai opened as a rum bar to introduce their product through cocktails, although the initial crowd was mostly Westerners. Pacheco explains, “We really struggled to get Cambodians to come in and even want to try it. At the beginning, it was pretty much all expats and a few tourists.”

It wasn’t until Samai rums gained international recognition that locals grew more interested. Launched in 2014, Samai’s flagship Gold Rum, made with local wild honey, won multiple international awards in London, San Francisco, and Madrid. “I think the key was getting Cambodian products to be recognized internationally. Once this happened, people started coming to taste the rum and see the distillery,” Pacheco says. The local response was immediate, and curiosity quickly turned into appreciation.

Creating a Unique Local Flavor with Kampot Pepper Rum

Samai’s second product, Kampot Pepper Rum, truly cemented its appeal among Cambodians. Made with a distinctive sweet red peppercorn from Cambodia, this spiced rum became a hit with both locals and expats. “The moment we tried the first drop of rum distilled with the Kampot pepper, everyone fell in love with it,” Pacheco notes. This innovative flavor set Samai apart, offering something completely unique in the spirits market.

Expanding Internationally While Capturing Cambodia’s Spirit

Today, Samai exports about 30% of its rum to France, Singapore, Spain, and Poland, while the rest is sold domestically, found in many of Cambodia’s top hotels and cocktail bars. The Samai rum bar remains open on Thursdays and Saturdays, where locals enjoy cocktails that blend traditional favorites with Cambodian twists.

Pacheco expresses pride in the shift of Samai’s customer base, from 90% expat to 90% Cambodian. “It went from 90% expat to the complete opposite — that’s something that made us very proud,” he shares. Samai’s growth has gone beyond introducing rum; it’s inspired local pride in Cambodia’s high-quality ingredients. Recently, they learned of a “secret buyer” in the government who regularly serves Samai rum to foreign dignitaries, a testament to the brand’s rising status.

Samai Distillery’s journey reflects its success in capturing the spirit of Cambodia, creating a rum that locals are now proud to call their own.

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Source of information

The Drinks Business’ Article: How Samai Distillery converts Cambodian drinkers to rum

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