Nicole Brassard Jordan named new Liquor Commission marketing director

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Nicole Brassard Jordan
Nicole Brassard Jordan

CONCORD, NH – The New Hampshire Liquor Commission has named Nicole Brassard Jordan, a 27-year NHLC employee, as Director of Marketing, Merchandising and Warehousing.  Jordan previously served as NHLC Wine Marketing Specialist for 13 years, where she steadily grew NHLC’s wine sales to 44 percent of the overall business reaching $284 million in sales in Fiscal Year 2015.

Jordan is the first female in NHLC history to take on this role.

“Nicole brings tremendous institutional knowledge and strong industry relationships to this position, along with a successful record of implementing innovative sales and marketing strategies which have significantly contributed to NHLC’s overall success,” said NHLC Chairman Joseph Mollica. “Nicole has been instrumental in establishing our NH Liquor & Wine Outlet stores as world-class destinations for purchasing wine and spirits. I am confident that she will thrive in her new role and build on the standard of excellence NHLC has set throughout the wine and spirits industry.”

Jordan joined NHLC in 1988 as a retail store clerk before being promoted to manage two of NHLC’s signature NH Liquor & Wine Outlet locations in Bedford and Hooksett. In 1999, Jordan served as Wine Merchandising Specialist for three years before being elevated to Wine Marketing Specialist, a role she has held with distinction since 2002.

During her tenure as Wine Marketing Specialist, Jordan oversaw all aspects of wine sales, merchandising and promotions for the state’s 79 NH Liquor & Wine Outlet locations. She also played a key role in establishing New Hampshire Wine Week, a customer-focused, week-long celebration of wine that draws dozens of the world’s leading winemakers to the state each January to participate in intimate wine dinners, bottle-signings and tasting events. The week culminates with the Winter Wine Spectacular, the largest wine tasting event north of Boston drawing thousands of guests and raising a total of nearly $1.5 million for charity.

Under Jordan’s leadership, NHLC received an A+ rating for consumer access to wine by the  The American Wine Consumer Coalition and was named “The Best State in America for wine drinkers” by the Washington Post. Most recently, NHLC’s state-of-the-art online ordering application was named Best Technological Innovation of 2015 by StateWays Magazine, the only nationwide magazine devoted to issues and subjects impacting the Control State System. StateWays noted that NHLC has “long been at the forefront of incorporating new technologies.”  

“Throughout my career I have always sought to create an outstanding experience for NH Liquor & Wine Outlet customers,” said Jordan. “As I transition into this new role, I am committed to improving our marketing, merchandising and sales strategies to better serve our more than 11 million annual customers, while helping to secure record revenue for the state.”

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 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.

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About Carol Robidoux 5787 Articles
Journalist and editor of, a hyperlocal news and information site for Manchester, NH.