“ Every control jurisdiction faces the same challenges of delivering higher revenue with limited resources ,” says New Hampshire Liquor Commission Chairman Joseph Mollica . “ That being said , responsible consumption education must be a priority .”

BY JEREMY NEDELKA

At the NHLC , programs are both internally funded and managed / developed with business partners , in order to identify creative solutions to providing as much emphasis on responsible consumption as the agency does on product sales and promotion .

Per statutory law , a percentage of NHLC profits are transferred every year to the state ’ s Alcohol Abuse Prevention and Treatment Fund to support addiction treatment and prevention programs . The governor ’ s Commission on Alcohol and Drug Abuse has exclusive control over those funds , and the NHLC holds a seat on the commission along with many related stakeholders . During the previous fiscal year , $ 3 million was transferred from the agency ’ s sales into the fund .

One of the most successful responsible consumption programs the NHLC has run in recent years is “ Live Free and Host Responsibly ,” a multi-year partnership between the agency and Jack Daniel ’ s . Since 2015 , the agency has put on this interactive program that highlights the responsible use of Jack Daniel ’ s products , along with the creation of lower-alcohol and alcohol-free cocktails .

Live Free & Host Responsibly offers tips for responsible serving and hosting , videos , downloadable recipes and more on the NHLC ’ s retail store website .

“ The Commission is committed to promoting safe and responsible use and service of alcohol at all times ,” Mollica says . “ This is a perfect opportunity to highlight our ongoing efforts and engage consumers in a fun and interactive way . By partnering with Jack Daniel ’ s , the joint efforts are all the more impactful .”

The program coincides with Alcohol Awareness month , which was founded by the National Council on Alcoholism and Drug Dependence and takes place in April .

“ With no sales or income tax , New Hampshire has limited sources of revenue , making NHLC truly an asset of the people of the state ,” Mollica says . “ The agency is the second-largest non-tax revenue generator , and in order to be responsible stewards and continue to grow , we need to ensure our 11 million annual customers enjoy our products responsibly .”

8 StateWays | www . stateways . com | Drink Responsibly 2017