AbstractThe 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.Keywords: Community liquor, Community liquor liberalization policy, Liquor entrepreneurs, Local liquor, Policy