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

Year-long initiative encourages responsible alcohol practices for consumers and establishments

SOURCE: Brown-Forman Corporation


CONCORD, NH, April 6, 2018 /3BL Media/ – For the fourth consecutive year, the New Hampshire Liquor Commission (NHLC) and Jack Daniel’s Tennessee Whiskey are teaming up for the award-winning Live Free & Host Responsibly campaign. Since its launch in 2015, the Live Free & Host Responsibly campaign has reached thousands of NH Liquor & Wine Outlet customers, promoting responsible service and consumption of alcohol. This first-of-its-kind collaboration between a control state and a fine wine and spirits company has become a model for the industry, gaining widespread attention and industry praise. 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.”

NHLC is launching Live Free & Host Responsibly this month to coincide 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.

“Promoting the safe and responsible use of alcohol is a priority the New Hampshire Liquor Commission is committed to year-round,” said NHLC Chairman Joseph Mollica. “By partnering with Jack Daniel’s, one of the most respected brands in the world, Live Free & Host Responsibly allows us the opportunity to provide fun and interactive educational materials that inform our customers about the importance of responsible alcohol service and consumption.”

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

Recipes and tips are developed by Tim Laird, America’s Chief Entertaining Officer. 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. Laird 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, CNN, FOX News and CNBC networks.

The Live Free & Host Responsibly Cocktail and Mocktail Competition encourages creative ways of utilizing Jack Daniel’s products, while also exploring alcohol-free alternatives. Entrants create two unique recipes: a cocktail featuring one product from the Jack Daniel’s family of brands, as well as an alcohol-free mocktail. There are separate categories for consumers and bartenders/wait staff at licensed New Hampshire restaurants and lounges. Entries can be submitted online, and four finalists in each category will be selected to compete for cash prizes, Jack Daniel’s merchandise, and more. A full list of rules and prizes are available at

“Responsible alcohol consumption leads to a more positive experience for consumers and restaurant and lounge owners alike,” said Taylor Amerman, corporate responsibility manager for Brown-Forman, which owns Jack Daniel’s. “Live Free & Host Responsibly provides an incredible opportunity to educate and engage millions of New Hampshire Liquor & Wine Outlet customers on the significance of responsible alcohol service and consumption, and we are proud to continue this meaningful partnership with the New Hampshire Liquor Commission for the fourth consecutive year.”

Alcohol Awareness Month 
As part of Alcohol Awareness Month, NHLC’s Enforcement and Licensing Division will host its annual Alcohol Awareness Poster Contest this April. Now in its 10th year, the contest was designed to empower students to tackle alcohol awareness through art. Students often focus their creative works on the consequences of underage drinking. During 2017, NHLC received 382 poster entries from every grade level Kindergarten through Grade 12. 

Students from all grade levels may submit posters by May 4, 2018, to NHLC Division of Enforcement and Licensing, 50 Storrs Street, Concord, NH 03301, Attn: Greg Gagnon.

Judges will select winners for each grade level in addition to overall winners. Winners’ artwork will be adapted into an official alcohol awareness poster to be returned to their schools. Along with a series of prizes, winners will be honored at a New Hampshire Fisher Cats game later this year. Winning posters will be displayed at NHLC headquarters and in select NH Liquor & Wine Outlets.

The 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 help make sure customers do not abuse alcohol.

The Division will also be hosting “Sticker Shock” events during New Hampshire Fisher Cats home games in April. “Buyers Beware” stickers will appear on draft beer cups to help raise awareness that adults should not supply alcohol to minors. Additionally, the Division will host driver education/fatal choices events for aspiring drivers utilizing an impaired driver simulator to ensure new drivers understand the laws surrounding unlawful possession of alcohol and driving while intoxicated.

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 $3.5 billion in net profits has been raised since the first store opened in 1934. NHLC set an all-time sales record in Fiscal Year 2017, generating $698.2 million in gross sales, an increase of $19.8 million – or 2.92-percent – over the previous fiscal year. Total liquor net profits reached $159 million, of which $155.7 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. Additionally, $3.3 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 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.


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KEYWORDS: Brown-Forman Corporation, NH Liquor Commission, Jack Daniel’s, alcohol awareness month


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