Policy Impacts of Community Liquor Liberalization: A Case Study of Residents and Entrepreneurs in Ranot District, Songkhla Province

Abstract

The study examines public knowledge and understanding of Thailand’s community liquor liberalization policy, community expectations of becoming model communities, the association between knowledge and expectations, and the policy’s impacts on local communities. The study also proposes guidelines to strengthen the promotion of local liquors as a form of soft power. A mixed-methods design was used, combining survey data from 400 residents in Ranot District with semi-structured interviews involving six purposively selected liquor entrepreneurs and one scholar. The findings indicate a fairly good level of policy knowledge and strong expectations of becoming model communities. A positive correlation was found between knowledge and expectations. The policy affects the community in three key areas: economically, by stimulating the local economy and enhancing quality of life; in relation to natural resources, by improving resource use and management; and culturally, by integrating liquor into tourism initiatives. Promotion should emphasize legal support and public relations, particularly local liquor competitions, to develop liquor as a Thai soft-power product.

Highlights
In 2025, the government revised the Excise Tax Act (No. 2), B.E. 2568. The amendment removed earlier restrictions on market entry for new entrepreneurs, strengthened fair competition, and expanded economic opportunities at the grassroots level. The change matters for community liquors because they have been identified as part of Thailand’s Soft Power agenda and carry potential for local income generation and tourism development. The study builds on the reform by proposing policy measures to support the liberalization of community liquor. The proposed measures aim to develop local alcoholic beverages as Soft Power products while aligning with the government’s strategic direction.