2023 BEST PRACTICES AWARDS
Best On-Premise Partnership
NEW HAMPSHIRE LIQUOR COMMISSION
With the demand for premium non-alcohlic options continuing to grow , the New Hampshire Liquor Commission ( NHLC ) founded New Hampshire Mocktail Month to emphasize the need for a safe , responsible and inclusive drinking culture for all consumers . Together with Brown-Forman , NHLC launched New Hampshire Mocktail Month for the third year in a row in January 2023 . The campaign saw significant growth this year , with more restaurant participation , greater consumer engagement and significant media coverage , the commission reports . A record 35 New Hampshire restaurants offered alcohol-free libations , or mocktails , to customers during the 2023 New Hampshire Mocktail Month .
Why the success ? “ Teamwork has been essential ,” says NHLC Chairman Joseph Mollica .
by Kyle Swartz
“ While NHLC and Brown-Forman are the headliners , responsibility is a team sport . RNDC has played an essential role in recruiting licensees to participate in the program . We ’ ve also had several great partners over the years , including Tim Laird , America ’ s CEO - Chief Entertaining Officer and Jessie Hawkins , Founder of The Mocktail Project .”
To encourage restaurants to participate in New Hampshire Mocktail Month , NHLC offered the opportunity to save 15 % on a single NH Liquor and Wine Outlet purchase up to $ 10,000 . In addition to New Hampshire restaurants , NHLC partnered with multiple Brown-Forman brands , including Herradura , Ford ’ s Gin , Finlandia Vodka , Old Forester Bourbon and Chambord .
New Hampshire Mocktail Month originated from a collaboration between NHLC and Brown-Forman called “ Live Free & Host Responsibly ,” an award-winning initiative that launched in 2016 in order to promote responsible alcohol service and consumption in the Granite State .
“ Innovation has been key to keeping the program relevant and growing ,” Mollica explains . “ Live Free and Host Responsibly has evolved significantly over the past seven years , and we ultimately introduced NH Mocktail Month , which is celebrated each January .”
“ Our licensees have really embraced the cause as well ,” Mollica adds . “ They want to create a welcoming and safe atmosphere for everyone that visits their establishment . Offering mocktails is a great way for non-drinkers to enjoy their experience and it also provides those who choose to imbibe the chance to pause and extend their evening in a responsible manner . Plus , it ’ s good business ! Mocktails can be profitable .”
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As part of New Hampshire Mocktail Month , NHLC created an online recipe guide for those who prefer to sip on their mocktails at home . The recipe guide featured mocktails from each restaurant that participated in the month-long celebration , complete with all the ingredients , garnishes and tips needed to craft a drink at home . For each mocktail , there was also a cocktail variation available , incorporating Brown-Forman brands . The recipe guide is featured on NHLC ’ s Live Free and Host Responsibly webpage : liquorandwineoutlets . com / responsibility .
NHLC also invited those who visited participating New Hampshire Mocktail Month restaurants to share their experiences by posting photos of their mocktail on social media , tagging @ nhliquorwine and adding the hashtag # NHMocktailMonth .
“ We saw significant growth this year in the number of participating restaurants , and we see no signs of stopping ,” says Mollica . “ Next year we ’ ll aim for even more restaurants , wider awareness and even tastier mocktails !”
“ Innovation has been key to keeping the program relevant and growing .”
– Joseph Mollica . NHLC Chairman
New Hampshire Mocktail Month was a major draw for media , as it was featured in 10 articles , generating a total reach ( print circulation and unique visitors to websites where online articles appeared ) of more than 2 million and a total ad value ( earned media value of online , print and broadcast clips ) of more than $ 31,000 .
NHLC and Brown-Forman plan to continue to collaborate to create a healthy environment for individuals who prefer mocktails , and will collectively continue to encourage a safe and responsible drinking environment throughout New Hampshire . •
StateWays | www . stateways . com | Fall 2023