Liquor Commission Launches 'Live Free and Host Responsibly'

The New Hampshire Liquor Commission and Brown-Forman, one of the nation’s largest American-owned spirit and wine companies, is teaming up to create a new statewide effort to improve safety and responsibility when consuming alcoholic beverages.

“Live Free and Host Responsibly” is a year-long effort launched yesterday to improve responsible serving and hosting at New Hampshire restaurants and lounges as well as parties at home in the wake of Alcohol Awareness month, which begins tomorrow.

Commission Chairman Joseph Mollica said while the state controls liquor sales, the commission also has “a responsibility to protect the well-being of our customers” at the same time.

“This is the first time one of our wine and spirits suppliers has partnered with us to promote responsible alcohol consumption,” he added. “Brown-Forman has a long track record of emphasizing responsibility and we are pleased that we can bring this program to the people of New Hampshire.”

The commission has launched a website for lounge and restaurant owners that features tips, resources, guides, and other information on “how to serve responsibly yet profitably.” There’s also advice on how to refuse service to a customer without causing a scene, how to tell when a customer has been over-served and more, according to officials. The site also offers information on responsible alcohol consumption, suggestions for responsible party hosting, and information on the benefits of moderation. The site also includes a number of seasonal “mocktail” and cocktail recipes created by an entertainment officer at Brown-Forman.

Marc Hindorff, a senior corporate responsibility manager at Brown-Forman, said the company was committed to responsible consumer enjoyment of its brands.

“Responsible alcohol consumption leads to better outcomes for everyone,” he said. “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.”

For more information, visit liquorandwineoutlets.com/responsibility.