CONCORD, NH – In a first-of-its-kind partnership, the New Hampshire Liquor Commission has teamed up with Brown-Forman, one of the largest American-owned spirits and wine companies, to create Live Free and Host Responsibly, an educational and informational campaign for consumers and lounge and restaurant owners focused on responsible alcohol service and consumption.
Live Free and Host Responsibly, a year-long responsibility campaign, launched March 30 to coincide with Alcohol Awareness Month in April. The New Hampshire Liquor Commission has created a responsibility-focused web page offering tips for responsible serving and hosting, videos with cocktail and mocktail recipes that emphasize responsible consumption, downloadable cocktail and mocktail recipes, resource guides for New Hampshire lounge and restaurant owners, advice for consumers and more.
“At the New Hampshire Liquor Commission, our mission goes beyond just selling wine and spirits. We have a responsibility to protect the well-being of our customers, from lounge and restaurant owners to consumers at our 78 NH Liquor & Wine Outlets,” said NHLC Chairman Joseph Mollica. “This is the first time one of our wine and spirits suppliers has partnered with us to promote responsible alcohol consumption. Brown-Forman has a long track record of emphasizing responsibility and we are pleased that we can bring this program to the people of New Hampshire.”
For lounge and restaurant owners, the responsibility web page features tips, resources and guides on how to serve responsibly yet profitably. Additional tips and advice will be offered on subjects such as how to refuse service to a customer without causing a scene, how to tell when a customer has been overserved and more. For NH Liquor & Wine Outlet customers, the site offers information on responsible alcohol consumption, suggestions for responsible party hosting, information on the benefits of moderation and more.
The responsibility web page will showcase quarterly videos with Tim Laird, America’s Chief Entertaining Officer for Brown-Forman, with instructions on how to make seasonal mocktails and cocktails. 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.
“This partnership reflects Brown-Forman’s commitment to responsible consumer enjoyment of our brands and reducing alcohol misuse and abuse,” said Marc Hindorff, senior corporate responsibility manager at Brown-Forman. “Responsible alcohol consumption leads to better outcomes for everyone. Lounge and restaurant owners keep patrons safe, reduce incidents of drunk driving, preserve their investments, and protect their liquor licenses. For consumers, responsible and moderate drinking is safer, healthier and leads to more positive social outcomes.”
Alcohol Awareness Month, which takes place every April, 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 that 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 2014 there were a total of 581 posters entered from 22 schools from every grade level K-12.
Students from all grade levels can submit posters up until May 2 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, 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.
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 new 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 78 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 2014, generating $626 million in gross sales, an increase of $23 million – or nearly 4% over the previous fiscal year. Total liquor net profits transferred to the New Hampshire’s General Fund reached $148 million, which are used to fund programs including education, health and social services, transportation and natural resource protection. NHLC is expecting to net an additional $1 billion for New Hampshire’s General Fund in the next seven years.
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.
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.