The NHLC and Jack Daniel’s Partner For ‘Live Free & Host Responsibly’ Program

The New Hampshire Liquor Commission and Jack Daniel’s Tennessee Whiskey have teamed up to promote responsible drinking. Their initiative is appropriately entitled “Live Free & Host Responsibly,” a play on the state’s motto.

This program will engage and inform consumers and lounge- and restaurant-owners through a year-long campaign that includes a “Cocktail & Mocktail Competition” designed to highlight the responsible use of Jack Daniel’s products, and the creation of alcohol-free drinks known as “mocktails.”

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“Encouraging responsible alcohol service and consumption is at the heart of all the New Hampshire Liquor Commission’s efforts,” said NHLC Chairman Joseph Mollica. “Live Free & Host Responsibly is designed to engage consumers in a fun, interactive and informative style. We are proud to partner with our friends at Jack Daniel’s, who share this passion and are deeply committed to ensuring their products are used responsibly.”

NHLC and Jack Daniel’s have created a “Cocktail & Mocktail Competition” with a grand prize trip to the Jack Daniel Distillery in Lynchburg, Tennessee. Entrants are challenged with creating two unique recipes – a cocktail utilizing one of the products from the Jack Daniel’s Family of Brands – and a second, alcohol-free “mocktail.”

With categories for both NH Liquor & Wine Outlet customers and bartenders / wait staff at licensed New Hampshire restaurants and lounges, regional qualifying events for bartenders, a live final event and prizes for each category, dozens of cocktail and mocktail recipes are anticipated.

A full list of rules and prizes are available at


In addition to the “Cocktail & Mocktail Competition,” NHLC and Jack Daniel’s will offer 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

The Live Free & Host Responsibly recipes and responsibility tips will be provided by Tim Laird, America’s Chief Entertaining Officer for Brown-Forman. Laird has 20-plus years of experience in the hospitality industry. 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.

The launch of Live Free & Host Responsibly coincides with Alcohol Awareness Month, which takes place every April.


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