Alcohol is a unique commodity, as it can be both a liability and asset to societies worldwide. The objective of this project is to investigate the dynamics, opportunities, and downsides associated with artisanal alcohol in the context of economic retrenchment and regeneration opportunities through cultural asset management. The researchers explore if and how communities fashion and protect their heritage while working to mitigate harm to their people. This study helps to clarify how and why artisanal alcohol can become a contested symbol of place, culture, tradition, economics, and health.