This article examines the values and identity forms that have been accompanied by the transition from welfare-state-oriented alcohol policy to a more liberal alcohol policy in Finland. The data consist of alcohol-problem discourses of focus groups (administrators, managers, journalists) from Helsinki. The alcohol-problem discourse is approached by analyzing how culturally available social policies (as frames) are used and articulated in it. The analysis identifies three different forms of liberalism-utopian liberalism, expressive liberalism, and cynical liberalism-that key persons use in making the transforming social world and its social problems understandable and governable.
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