Possibility of Value Addition on Traditional Rice Liquor in Cambodia

Abstract

Rice liquor is one of the traditional alcoholic beverages produced by small-scale farmers in rural areas. However, rice liquor production faced deficits and low profitability due to low sales price and productivity, frequent production failure, and low quality. It was hypothesized that improving the quality could increase the product value and the profitability of rice liquor production. The key modifications of production techniques to improve rice liquor quality include sanitary control of the working place, equipment, and raw material, and production process and quality management. However, it remains unclear if improving the product quality may result in value addition on traditional rice liquor in Cambodian markets. This study aimed to assess the possibility of value addition on the traditional rice liquor in Cambodian markets. First, consumers had structured interviews with questionnaires to identify consumption trends and preferences on rice liquor and other alcoholic beverages. Second, liquor produced with the modified techniques underwent consumer tests on its quality and sales price in 2009. Finally, quality liquor with the required registration for commercialization was trialed to identify the possibility of adding value to the products in Phnom Penh markets from 2010 to 2011. The survey results found that traditional rice liquor was consumed more in rural areas than the urban areas. More males consumed rice liquor than females, who mostly consumed medicinal and fruit liquor. A consumer test was conducted with tasting, observing bottled products, and labeling after a quality check. Both Cambodians and foreigners’ evaluated liquor produced with modified techniques and indicated the possibility of putting a higher price as commercialized products. After registering for commercialization, the quality rice liquor was trialed for marketing and sales. These activities attracted several supermarkets, restaurants, and souvenir shops, and a sales contract was agreed for more than ten times higher than the sales price at the local markets. These results showed that the traditional rice liquor with value addition might gain market shares by ensuring product quality and safety.