Originally partnering with HEINEKEN Cambodia in Svay Rieng province in 1995, her commitment and growing market influence was recognised when HEINEKEN Cambodia entrusted her with an additional distribution region in Prey Veng. Supplied
For nearly 30 years, Mrs. Saing Rathyda, owner of Saing Rathyda Beer Distributor, has played a pivotal role as a key partner in bringing HEINEKEN Cambodia’s portfolio closer to consumers in Svay Rieng and expanding the brand’s presence across the region.
Rathyda’s journey began in the early 1990s when she operated a small drink shop, selling just a few cartons of beer at a time. Recognising the growing demand for quality beverages, she took upon a bold step in 1995, becoming an official distribution partner with HEINEKEN Cambodia.
Transitioning from a small drink shop owner to a distributor was no easy feat. She faced financial limitations and the challenge of breaking into a male-dominated industry. However, her unwavering determination, trust in HEINEKEN Cambodia’s quality and her vision propelled her forward. She convinced her family of the opportunity and committed to making it work, even if it meant working twice as hard to establish her presence.
As a new entrant in the market, Rathyda wore many hats, as a salesperson, marketer and brand ambassador, to ensure that her voice was heard and remembered. Alongside HEINEKEN Cambodia’s sales team, she personally visited markets and wedding venues, building relationships and gaining invaluable market insights to foster her business.
Reflecting on her early challenges, Rathyda shared, “Personally reaching out to drink shop owners, I relied on my communication skills to build trust. My goal was not just to sell products but to establish strong relationships, ones that make HEINEKEN Cambodia’s brands became a preferred choice in the market.”
Over time, her dedication and persistence paid off, earning her a reputation as a respected figure among retailers and customers alike. Two years after she first started, recognising her commitment and growing market influence, HEINEKEN Cambodia entrusted her with an additional distribution region in Prey Veng.
Hannes Verhoeven, Sales Director of HEINEKEN Cambodia shares “Saing Rathyda is a true partner, vital for our journey of growth. Her dedication, resilience and market leadership have been instrumental in expanding HEINEKEN Cambodia’s reach. Our long-lasting partnership is built on trust, shared ambition, and passion for consumers.”
Mrs. Saing Rathyda, owner of Saing Rathyda Beer Distributor, has been a key distribution partner of HEINEKEN for three decades. Supplied
HEINEKEN Cambodia also actively invests in its partners’ growth by offering training, recognition programmes and incentives to empower its distributors. One of Rathyda’s proudest moments was reaching a sales milestone in 2024, which earned her an exclusive experience at the Formula 1 event in Singapore, marking her first international trip with the company.
The partnership with HEINEKEN Cambodia is now deeply rooted in Rathyda’s family. In 2014, her daughter took over the Prey Veng distribution, symbolising not just business expansion but a generational legacy built on trust and dedication.
Rathyda describes her relationship with HEINEKEN Cambodia as a true partnership, one that evolves, supports and grows together. With a foundation built on trust, resilience and shared success, she looks forward to continued collaboration, ensuring HEINEKEN Cambodia remains a household name in the region.
“Today, the company operates with a structured and efficient communication system where challenges are addressed promptly, and strong collaboration between the sales team and distribution partners ensures smooth operations. With this solid foundation, I’m confident we will continue to grow together — embracing new opportunities to connect more closely with our customers and consumers, while also unlocking innovative and efficient ways of working to stay modern and competitive in a rapidly evolving market,” she shares.
About HEINEKEN Cambodia
HEINEKEN, the world’s most international brewer, has been a leading brewer and investor in Cambodia since 1994. With a purpose to brew the joy of true togetherness to inspire a better world, HEINEKEN Cambodia’s portfolio of world-class brands includes Heineken®, Tiger, ABC, Anchor and Gold Crown. The company directly employs about 700 people and supports 66,000 jobs across the value chain. Through the Brew a Better Cambodia strategy, HEINEKEN Cambodia is committed to environmental and social sustainability, as well as responsible consumption. Discover more at heinekencambodia.com
