NH Liquor Commission & Jack Daniel’s Launch Alcohol Responsibility Initiative

Live Free & Host Responsibly encourages consumers to host and imbibe responsibly; First-ever Cocktail & Mocktail Competition created to highlight responsible use of products
Apr 18, 2016 10:30 AM ET
Press Release

Concord, N.H., April 18, 2016 /3BL Media/ – One of the country’s most well-respected and profitable control states and the best-selling whiskey in the world have teamed up to launch an initiative designed to encourage responsible alcohol service and consumption. Live Free & Host Responsibly is a partnership between the New HampshireLiquor Commission and Jack Daniel’s Tennessee Whiskey that will engage and inform consumers and lounge and restaurant owners through a year-long campaign that includes a “Cocktail & Mocktail Competition” designed to highlight the responsible use of Jack Daniel’s products and the creation of alcohol-free drinks known as “mocktails.” To learn more, visit www.LiquorAndWineOutlets.com/responsibility.

“Encouraging responsible alcohol service and consumption is at the heart of all the New Hampshire Liquor Commission’s efforts,” said NHLC Chairman Joseph Mollica. “Live Free & Host Responsibly is designed to engage consumers in a fun, interactive and informative style. We are proud to partner with our friends at Jack Daniel’s, who share this passion and are deeply committed to ensuring their products are used responsibly.”

NHLC and Jack Daniel’s have created a “Cocktail & Mocktail Competition” with a grand prize trip to the Jack Daniel Distillery in Lynchburg, Tennessee. Entrants are challenged with creating two unique recipes – a cocktail utilizing one of the products from the Jack Daniel’s Family of Brands – and a second, alcohol-free “mocktail.” With categories for both NH Liquor & Wine Outlet customers and bartenders / wait staff at licensed New Hampshire restaurants and lounges, regional qualifying events for bartenders, a live final event and prizes for each category, dozens of delicious cocktail and mocktail recipes are anticipated. 

A full list of rules and prizes are available at www.liquorandwineoutlets.com/responsibility.

In addition to the “Cocktail & Mocktail Competition,” NHLC and Jack Daniel’s will offer tips for responsible serving and hosting, videos with cocktail and mocktail recipes that emphasize responsible consumption, downloadable recipe cards, and more all available on a responsibility-focused web page atwww.liquorandwineoutlets.com/responsibility.

The Live Free & Host Responsibly recipes and responsibility tips will be provided by Tim Laird, America’s Chief Entertaining Officer for Brown-Forman. Laird is an authority on wines and spirits with more than 20 years of experience in the hospitality industry. A connoisseur of fine wines, spirits and champagnes, Laird is also a gourmet chef and master at entertaining. He makes hundreds of appearances a year on radio and television programs and has appeared on The Today Show, The CBS Early Show, Fox & Friends, The Tonight Show; ABC World News Now and the CNN, FOX News and CNBC networks.

“Jack Daniel’s and Brown-Forman are committed to reducing alcohol misuse and abuse and encouraging responsible consumer enjoyment of our brands,” said Taylor Amerman, corporate responsibility manager at Brown-Forman. “We are delighted to align ourselves with the New Hampshire Liquor Commission and bring Live Free & Host Responsibly to millions of NH Liquor & Wine Outlet consumers.”  

The launch of Live Free & Host Responsibly coincides with Alcohol Awareness Month, which takes place every April. Alcohol Awareness Month was founded by the National Council on Alcoholism and Drug Dependence, Inc. (NCAAD) in 1987 to increase public awareness about alcohol abuse and fight the stigma the prevents some people from seeking help.

Additional Alcohol Awareness Month Activities
In addition to Live Free and Host Responsibly, NHLC Enforcement Division will host its annual Alcohol Awareness Poster Contest in April which is designed to empower students to tackle the topic of alcohol awareness through art. In past years, students have produced creative sketches often centered on the dangers of underage drinking. In 2015 there were a total of 520 posters entered from 19 schools from every grade level K-12.

Students from all grade levels can submit posters up until May 6, 2016 to the NH Liquor Commission, Division of Enforcement & Licensing, 57 Regional Drive, Suite #8, Concord, NH 03301, Attn: Greg Gagnon.

Judges will pick winners for each grade level and will then select overall winners. Winners’ artwork will be turned into an official alcohol awareness poster to be sent back to winners’ schools. Along with a series of prizes, winners will be honored at a New Hampshire Fisher Cats game later this year. Winning posters are on display at the Enforcement offices and will soon be displayed at New Hampshire Liquor & Wine Outlets.

The NHLC Enforcement Division will also host driver education/fatal choices, a two-part training session for aspiring drivers. NHLC Enforcement officers participate in driver education courses to ensure new drivers understand the laws surrounding unlawful possession of alcohol and driving while intoxicated.

The Enforcement Division will host a series of free trainings designed to ensure lounge and restaurant owners, managers and servers, along with NH Liquor & Wine Outlet staff members, have the tools and resources they need to help make sure customers do not abuse alcohol.

“The New Hampshire Liquor Commission takes the responsible consumption of alcohol very seriously and Alcohol Awareness Month is the perfect time to emphasize the work we perform year-round and introduce programs like Live Free and Host Responsibly,” said James Wilson, Director of the NHLC Division of Enforcement.

About the New Hampshire Liquor Commission
The New Hampshire Liquor Commission (NHLC) operates 79 retail locations throughout the Granite State and serves more than 11 million customers each year. More than $3 billion in net profits has been raised since the first store opened in 1934. NHLC had its best sales year ever in Fiscal Year 2015, generating $642 million in gross sales, an increase of $21 million – or 3.4% -- over the previous fiscal year. Total liquor net profits transferred to the New Hampshire’s General Fund reached $151.7 million, which are used to fund programs including education, health and social services, transportation and natural resource protection.

Visit www.LiquorandWineOutlets.com to locate a store, search for product availability, learn about monthly sales, review wine tasting schedules, and sign up to receive significant savings with monthly Email Extras.

About Jack Daniel’s
Officially registered by the U.S. Government in 1866 and based in Lynchburg, Tenn., the Jack Daniel Distillery, Lem Motlow, proprietor, is the oldest registered distillery in the United States and is on the National Register of Historic Places. Jack Daniel’s is the maker of the world-famous Jack Daniel’s Old No. 7 Tennessee Whiskey, Gentleman Jack Rare Tennessee Whiskey, Jack Daniel’s Single Barrel Tennessee Whiskey, Jack Daniel’s Tennessee Honey, Jack Daniel’s Tennessee Fire and Jack Daniel’s Country Cocktails.

About Brown-Forman
Louisville, Kentucky-based Brown-Forman is a diversified producer of fine wine and spirits. The company was founded in 1870 by George Garvin Brown. His original brand, Old Forester Kentucky Straight Bourbon Whisky, was America's first bottled bourbon and remains one of Brown-Forman's finest brands today. One of the largest American-owned spirits and wine companies and among the top 10 largest global spirits companies, Brown-Forman sells its brands in more than 135 countries and has offices in cities across the globe. In all, Brown-Forman has more than 25 brands in its portfolio of wines and spirits.