New Hampshire Liquor Commission & Brown-Forman Encourage Safe, Responsible Summer Alcohol Consumption and Service

New Hampshire Liquor Commission & Brown-Forman Encourage Safe, Responsible Summer Alcohol Consumption and Service

Collaboration offers tips for responsible summer serving and hosting, variety of cocktail, mocktail recipes and more
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NH Liquor Comm & @brown_forman promote #responsibledrinking w/ Live Free & Host Responsibility
Wednesday, June 24, 2015 - 10:00am

CAMPAIGN: Consumer Branded Programs & Campaigns

CONTENT: Press Release

Concord, NH, June 24, 2015 /3BL Media/ – The New Hampshire Liquor Commission and Brown-Forman are encouraging safe and responsible alcohol consumption this summer season by providing lounge and restaurant owners and the general public creative resources focused on responsible alcohol service and consumption. This emphasis on safe summer alcohol consumption and service is a component of Live Free and Host Responsibly, a first-of-its-kind partnership between one of the country’s most well-respected and profitable control states and one of the largest American-owned spirits and wine companies.

“The summer season is a time to be festive, but with that comes the risk of overindulging and the negative consequences associated with it,” said NHLC Chairman Joseph Mollica. “Our goal through the Live Free and Host Responsibly effort is to emphasize the benefits of serving guests in a safe and responsible manner by providing informative and interactive resources designed to underscore that message.”

For the summer season, the Liquor Commission and Brown-Forman are offering tips for restaurant and lounge employees on how to identify, anticipate and address over-served customers and how to decline service in a respectful and non-disruptive manner. Consumers will also learn how to be a responsible host and help guests beat the summer heat with a refreshing margarita recipe complete with low alcohol and alcohol-free variations paired with a grilled avocado dip. 

A newly-released video on the Liquor Commission’s responsibility web page features Tim Laird, America’s Chief Entertaining Officer for Brown-Forman, teaching viewers how to make each version of the cocktail and the food pairing. Laird is an authority on wines and spirits, 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.

“Brown-Forman is committed to ensuring that customers enjoy and serve our brands responsibly,” said Taylor Amerman, of Brown-Forman’s corporate responsibility team. “It’s important that industry partners and at-home hosts create a safe environment for all guests, which means offering low and non-alcohol options, encouraging moderation and in some cases, not serving that next drink.” 

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.

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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.

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