2025 BEST PRACTICE AWARDS
" I believe we are the first state to celebrate 90 years. It’ s important for people to recognize that we’ ve been around for that long and have been doing great work for so many years.”
– Chairman Joseph Mollica
people to recognize that we’ ve been around for that long and have been doing great work for so many years.”
During the celebration, customers who spent $ 90 or more at certain NH Liquor & Wine Outlets had the opportunity to win prizes, including 90 % off in-store coupons, VIP concert packages, tickets to the Daytona 500 and NH Liquor & Wine Outlet gift cards. Several limited-edition products were also available for purchase, with special pricing offered on products like Grey Goose Northern Lights, Caymus Napa Valley Cabernet Sauvignon, Maker’ s Mark Kentucky Straight Bourbon Whiskey, Jameson Black Barrel Irish Whiskey and more.
Brand teams traveled to select NH Liquor & Wine Outlets twice a month to host“ Legacy Locker” events, giving customers a chance to participate in the program. In addition to their winnings, customers were automatically entered to win a bimonthly grand prize, which featured items such as a four-season package at Loon Mountain, a VIP Hampton Beach Casino Ballroom concert package, $ 400 worth of Live Nation concert vouchers, Boston Bruins tickets and jerseys, an outdoor kitchen makeover and more. So far, nearly 4,000 customers have submitted a copy of their receipt online to be entered to win one of the grand prizes, including a getaway spa package at Wentworth by the Sea valued at $ 4,000, a trip for two to Wente Family Vineyards and more.
To educate consumers about its 90−year history, NHLC launched a webpage, 90yearsofcheers. com, with information on where liquor sales in New Hampshire go, as well as details on how to win prizes throughout the year-long campaign. Featured throughout the“ Where The Money Goes” tab on the webpage is a video detailing NHLC’ s contributions to the New Hampshire General Fund over the past 90 years, a breakdown of how much goes to the different sectors of the General Fund, annual sales statistics and more.
The“ Where The Money Goes” video has been viewed by nearly 2.2 million consumers.
“ Whether someone imbibes or they don’ t, it’ s important for them to understand how the money we make goes towards the state’ s general fund,” Mollica says,“ and to understand that everyone benefits from the great work that the NHLC does.”
The commission has also run several digital campaigns through Google, Stack Adapt and Ground Truth to promote“ 90 Years of Cheers.” These resulted in more than 56,680 clicks to the webpage, and more than 10.7 million ad impressions. The NHLC also shared information on the campaign to its Facebook and Instagram platforms, generating nearly 1.7 million impressions and more than 33,800 clicks to the“ 90 Years of Cheers” webpage. Nearly 34,000 people visited a NH Liquor & Wine Outlet location after seeing one of the online ads.
With thousands of in-store visits, prize entries and webpage clicks, the“ 90 Years of Cheers” campaign resonated with and educated consumers across New Hampshire and beyond. It also resonated with the officials who run the state and allow the NHLC to operate in an efficient manner.
“ I want to thank the Governor, the executive council and the legislature for supporting us,” says Mollica.“ We wouldn’ t have the success we have without their support.”
“ A whole lot of people go into making it 90 years, and we want to make sure that our program celebrates everyone,” he adds.“ We couldn’ t do it without our brokers and our support partners. Our program also celebrates our customers and our employees. This program is a big happy birthday to everybody, and here’ s to the next 90 years.”
16 StateWays • Fall 2025 www. stateways. com