NH Liquor Commission & Brown-Forman Launch Alcohol Responsibility Campaign

 The New Hampshire Liquor Commission and Brown-Forman want you to live free, and host responsibly.

In a first-of-its-kind partnership (according to a press release), the commission and company have created Live Free and Host Responsibly, an educational/informational campaign for consumers and lounge and restaurant owners focused on responsible alcohol service and consumption.

The year-long campaign launches March 30, coinciding with Alcohol Awareness Month in April.

The New Hampshire Liquor Commission has launched 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.

“We have a responsibility to protect the well-being of our customers,” said NHLC Chairman Joseph Mollica.

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. He 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.”


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