NH Liquor Commission & Jack Daniel’s to Launch Third Annual Live Free & Host Responsibly Campaign

NH Liquor Commission & Jack Daniel’s to Launch Third Annual Live Free & Host Responsibly Campaign

Year-long initiative encourages consumers and establishments to enjoy alcohol responsibly; to feature second annual Cocktail & Mocktail Competition

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Tuesday, April 4, 2017 - 8:00am

CAMPAIGN: Consumer Branded Programs & Campaigns

CONTENT: Press Release

Concord, NH, April 4, 2017 /3BL Media/ – The New Hampshire Liquor Commission (NHLC) and Jack Daniel’s Tennessee Whiskey are teaming up for the third straight year on the award-winning Live Free & Host Responsibly campaign, which encourages responsible alcohol service and consumption. When the innovative and interactive effort launched in 2015, it marked the first time a control state had partnered with a fine wine and spirits company on a responsibility initiative. Live Free & Host Responsibly will once again feature a “Cocktail & Mocktail Competition” aimed at highlighting the responsible use and service of Jack Daniel’s products, along with the creation of lower-alcohol cocktails and alcohol-free cocktails, known as “mocktails.”

Live Free & Host Responsibly offers 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 at www.liquorandwineoutlets.com/responsibility.

“The New Hampshire Liquor Commission is committed to promoting safe and responsible use and service of alcohol at all times,” said NHLC Chairman Joseph Mollica. “Live Free & Host Responsibly is a perfect opportunity to highlight our ongoing efforts and engage our consumers in a fun and interactive way. By partnering with Jack Daniel’s, one of the most respected and recognizable brands in the world, our joint efforts will be all the more impactful.”

Tim Laird, America’s “Chief Entertaining Officer” for Brown-Forman and an authority on wines and spirits with more than 20 years’ experience in the hospitality industry, provides video tutorials of seasonal cocktail and mocktail recipes and festive dishes as a component of the campaign.  A connoisseur of fine wines, spirits and champagnes, Laird is a gourmet chef and master at entertaining. He makes hundreds of appearances each 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.

The Live Free & Host Responsibly Cocktail and Mocktail Competition will feature the creative and responsible ways hosts and individuals can enjoy alcohol responsiblyWith separate categories for consumers and bartenders/wait staff at licensed New Hampshire restaurants and lounges, entrants must create two unique recipes: a cocktail featuring one product from the Jack Daniel’s family of brands, as well as an alcohol-free mocktail. Both categories feature the same grand prize: an all-expenses-paid trip to the Jack Daniel Distillery in Lynchburg, Tennessee. A full list of rules and prizes is available at www.liquorandwineoutlets.com/responsibility.

During last year’s competition, Jamie Woods of Hooksett won the “Professional Bartender” category for his Gentlemen’s Bet cocktail featuring Gentlemen Jack and his Sparkling Blackberry Basil Lemonade mocktail, while Jessica Campo of Nashua won the “Home Consumer” category for her Honey Jack Mule cocktail featuring Jack Daniel’s Tennessee Honey and her Honey Mule mocktail. To view a video of the final competition, click here: www.liquorandwineoutlets.com/responsibility.

Live Free & Host Responsibly gives Jack Daniel’s and Brown-Forman a tremendous opportunity to engage millions of New Hampshire Liquor & Wine Outlet customers on the importance of responsible alcohol service and consumption,” said Taylor Amerman, corporate responsibility manager at Brown-Forman. “We are proud to continue this successful and meaningful partnership with NHLC promoting responsible and creative ways to enjoy our brands.”

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 of alcohol abuse and fight the stigma that prevents some people from seeking help.

Alcohol Awareness Month Poster Contest
In addition to Live Free and Host Responsibly, NHLC’s Enforcement Division will host its annual Alcohol Awareness Poster Contest in April. The contest, now in its ninth year, was designed to empower students to tackle alcohol awareness through art. Students have often focused their creative and inspired artwork on the dangers of underage drinking. During 2016, NHLC received 433 poster entries from 13 schools from every grade level-kindergarten through grade 12.   

Students from all grade levels can submit posters by May 5, 2017, to New Hampshire Liquor Commission, Division of Enforcement and Licensing, 57 Regional Drive, Suite #8, PO Box 1795, Concord, NH 03302-1795, Attn: Greg Gagnon.

Judges will pick winners for each grade level and will then select overall winners. Winners’ artwork will be adapted into an official alcohol awareness poster to be returned 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 from the 2016 contest are on display at the Enforcement offices and will soon be displayed at New Hampshire Liquor & Wine Outlets statewide.

As it does throughout the year, the Enforcement Division will host a series of free trainings in April 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 ensure customers do not abuse alcohol. The Enforcement Division will host “Sticker Shock” events with area youth coalitions, during which coalitions receive permission from an area retailer to place “Buyers Beware” stickers on cases of beer to help raise awareness that adults should not supply alcohol to minors.

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 set an all-time sales record in Fiscal Year 2016, generating $678.4 million in gross sales, an increase of $36.3 million – or 5.65% – over the previous fiscal year. Total liquor net profits reached $159 million, of which $156 million was transferred to the New Hampshire General Fund, which is used to fund programs including education, health and social services, transportation and natural resource protection, and $3 million was transferred to New Hampshire’s Alcohol Abuse Prevention and Treatment Fund, which utilizes a percentage of NHLC profits to fund addiction treatment and prevention programs.

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.