Liquor Commission, Jack Daniels Launch Responsibility Campaign

CONCORD, NH - The New Hampshire Liquor Commission and Jack Daniel’s are partnering this year by launching an initiative that it hopes will lower the amount of over-serving and irresponsible consumption while also having fun, too.

Live Free & Host Responsibly is a campaign with the whiskey maker that will also include “mocktail” recipes, tips and safety information, as well as contests.

“Encouraging responsible alcohol service and consumption is at the heart of all the New Hampshire Liquor Commission’s efforts,” said NHLC Chairman Joseph Mollica in a statement. “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.”

The contest includes a “cocktail and mocktail competition” with a grand prize trip to the Jack Daniel’s distillery in Tennessee.

Details about the contest and effort can be found online.

Tim Laird, a wine and spirits expert from Brown-Froman, is providing tips and information toward the effort.

“Jack Daniel’s and Brown-Forman are committed to reducing alcohol misuse and abuse and encouraging responsible consumer enjoyment of our brands,” said Taylor Amerman, corporate responsibility manager at Brown-Forman. “We are delighted to align ourselves with the New Hampshire Liquor Commission and bring Live Free & Host Responsibly to millions of NH Liquor & Wine Outlet consumers.”

This is the second year in a row that the state’s commission teamed up with a liquor company to promote responsible consumption in a fun way, with recipes and contests.