WSBIDA and IARD Partner to Advance Responsible Retailing Standards Across Cambodia

The Wine Spirit & Beer Importers and Distributors Association (WSBIDA) and the International Alliance for Responsible Drinking (IARD) signed a Memorandum of Understanding (MOU) on October 5, 2026, to launch the Responsible Retailing Excellence Programme in Cambodia.

This is a strategic partnership to advance responsible retailing standards through practical training and digital learning tools to help retailers, managers, and sales personnel apply responsible retailing practices in their day-to-day interactions with consumers.

The MOU signing took place at the Hyatt Regency Phnom Penh and was presided over by H.E. Cham Nimul, Minister of Commerce, with remarks also delivered by Tan Ser Chhay, President of WSBIDA; Julian Braithwaite, Chief Executive Officer of the International Alliance for Responsible Drinking (IARD); and Mike Vongsykeo, Chief Operating Officer of S-Liquor. 

The collaboration marks an important milestone in strengthening responsible retailing practices that tackle the harmful use of alcohol and promote a business culture that balances commercial success with social responsibility. Supported by the Ministry of Commerce, WSBIDA and IARD, the partnership aims to strengthen responsible retailing practices across the industry in Cambodia, supporting professional standards, and employee development.

 The initiative seeks to move retailing practices beyond regulatory compliance by fostering a culture of responsibility and professionalism throughout the retail sector. By bringing together industry experience, international expertise, and local market knowledge, the collaboration will support the development and application of responsible retailing practices that are relevant to Cambodia's retail landscape, aligned with international best practices, and empower retail professionals to play their part in industry efforts to reduce the harmful use of alcohol. 

A key focus of the partnership is the development of frontline retail employees, whose role is valuable in promoting responsible purchasing decisions and delivering positive consumer experiences. Through structured learning, practical guidance, and skills development, the programme aims to equip retail professionals with the knowledge and confidence needed to uphold high standards of responsible retailing in their daily interactions with consumers.

Responsible retailing should become part of how Cambodia does business every day,” said Tan Ser Chhay. “This partnership takes our industry’s commitment to responsible business directly to the point of sale, giving frontline employees the skills and confidence to put it into practice.

As part of the launch, WSBIDA and IARD introduced the Responsible Retailing Excellence Programme, a comprehensive learning and capability-building initiative designed for retailers and sales personnel nationwide. The programme will leverage the online learning platform developed by the International Alliance for Responsible Drinking (IARD), providing participants with convenient access to internationally recognised training content and enabling organisations to monitor and evaluate learning outcomes through a structured digital platform.

Tan Ser Chhay added:

We see this initiative as more than a short-term programme. It represents the foundation for a new industry benchmark that will help shape the future of retailing in Cambodia. Investing in the development of retail professionals is essential to ensuring that responsible retailing principles are embedded throughout the customer journey and consistently applied across the sector.

 In a further demonstration of industry leadership, WSBIDA and the majority of its members have committed to IARD’s Global Standards Coalition, reinforcing a shared pledge to champion moderation, advance responsible business practices, and help reduce harmful drinking.

This collaboration reflects a shared commitment to advancing responsible retailing practices in Cambodia in line with internationally recognised best practices,” said Julian Braithwaite. “We are pleased to support this initiative and bring international experience into practical training suited to Cambodia, so retailers of every size can equip their staff to handle those decisions with confidence. Our goal is to make responsible selling a consistent practice across the sector as we continue to work with partners around the globe to reduce the harmful use of alcohol.

Frontline staff are the first line of defense for a retail outlet, so it’s important that they get clear simple steps to deal with age related safeguards, refusals of service and difficult customer situations. This can be done through onboarding procedures, refreshers courses, and through IARD’s Responsible Retailing of Beverage Alcohol online resource centre,” said Mike Vongsykeo. “By making sure that all retail outlets have clear guidelines and procedures in place, no matter when customers visit, they will experience the same products, message and service every time, ensuring that we have achieved our goal as a responsible retailer.

About Wine Spirit & Beer Importers and Distributors Association (WSBIDA)

WSBIDA is a non-profit association which was officially registered and recognised by Ministry of Interior on 14 Jul 2022. We represent the interests of alcohol importers and distributors in Cambodia. WSBIDA is dedicated to promoting responsible consumption and supporting policies that contribute to economic and social well-being. Our address located at N.17, Russian Blvd. Phum Trung Mon Sangkat Ou Baek K’am, Phnom Penh.

About International Alliance for Responsible Drinking (IARD)

The International Alliance for Responsible Drinking is a not-for-profit organization dedicated to reducing harmful drinking and promoting understanding of responsible drinking. IARD is supported by leading global beer, wine, and spirits producers, who have come together for a common purpose: to be part of the solution in combating harmful drinking. IARD works with public sector, civil society, and private sector stakeholders in support of the whole-of-society approach endorsed by multilateral strategies to reduce the harmful use of alcohol.

This article was adapted from a supplied press release.