LAMPANG LOCAL LIQUOR CULTURE: CREATING WELCOME DRINK EXPERIENCES FOR THE RESTAURANT INDUSTRY

Abstract

Lampang's local liquor embodies centuries of cultural wisdom, yet remains largely absent from the province's tourism experiential integration. This study addresses that gap through three objectives: (1) to decode the cultural knowledge embedded in Lampang's local liquor traditions; (2) to develop professionally validated cocktail recipes using local spirits and (3) to integrate these recipes into pilot restaurant businesses serving tourists. A Participatory Action Research (PAR) design was adopted, employing semi-structured in-depth interviews, focus group discussions, participant observation, and document analysis. One hundred key informants were selected through purposive sampling, comprising licensed local liquor producers, restaurant entrepreneurs, professional mixologists, hospitality academics, and product testers in Lampang Province. Findings reveal that Lampang's local liquor carries profound social, ritual, and cultural significance, reflecting artisanal knowledge transmitted across generations. Drawing on these insights, the research team developed the "Lampang Series" — a collection of ten cocktails: Hom Daeng, Hong Fa, Nang Phaya Suea Khrong, Mueang Rot Ma, Sapparot Si Wiang, Wiang Lakon, Phaya Lo, Thin Sala, Chang Phueak, and Thuay Tra Kai — each narrating a distinct facet of Lampang's cultural identity through locally sourced ingredients. The study further proposes a linkage framework connecting local producers with restaurant operators and a promotional strategy to position local liquor as a distinctive element of Lampang's cultural tourism. These outcomes contribute to sustainable cultural tourism development and offer a replicable model for heritage-based beverage innovation in other localities.