Safe, Responsible Alcohol Consumption Campaign Features Tips

The New Hampshire Liquor Commission and Brown-Forman are encouraging safe and responsible alcohol consumption this summer season by providing lounge and restaurant owners and the general public creative resources focused on responsible alcohol service and consumption, according to a press statement.

This emphasis on safe summer alcohol consumption and service is a component of Live Free and Host Responsibly, a first-of-its-kind partnership between one of the country’s most well-respected and profitable control states and one of the largest American-owned spirits and wine companies.

“The summer season is a time to be festive, but with that comes the risk of overindulging and the negative consequences associated with it,” said NHLC Chairman Joseph Mollica. “Our goal through the Live Free and Host Responsibly effort is to emphasize the benefits of serving guests in a safe and responsible manner by providing informative and interactive resources designed to underscore that message.”

For the summer season, the Liquor Commission and Brown-Forman are offering tips for restaurant and lounge employees on how to identify, anticipate and address over-served customers and how to decline service in a respectful and non-disruptive manner. Consumers will also learn how to be a responsible host and help guests beat the summer heat with a refreshing margarita recipe complete with low alcohol and alcohol-free variations paired with a grilled avocado dip.

A newly-released video on the Liquor Commission’s responsibility web page liquorandwineoutlets.com/responsibility features Tim Laird, America’s Chief Entertaining Officer for Brown-Forman, teaching viewers how to make each version of the cocktail and the food pairing. Laird is an authority on wines and spirits, a gourmet chef and master at entertaining. 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.

“Brown-Forman is committed to ensuring that customers enjoy and serve our brands responsibly,” said Taylor Amerman, of Brown-Forman’s corporate responsibility team. “It’s important that industry partners and at-home hosts create a safe environment for all guests, which means offering low and non-alcohol options, encouraging moderation and in some cases, not serving that next drink.”