90 YEARS OF NHLC
90 YEARS OF NHLC
Chairman Mollica , a former on-premise licensee himself , has brought a modern business approach to the NHLC , which has seen the stores put customer experience at the forefront .
Newly remodeled sections of the stores show off the NHLC ' s worldclass single barrel whiskey program .
tell you how much that has changed over the years . We have to make sure that our licensees can stay in business and keep their staff employed and make money .”
To that end , the NHLC Division of Enforcement and Licensing has added the word “ Education ” to the sign outside their building , explaining the full extent of their duties .
“ They offer education to licensees , servers and bartenders ,” Mollica says . “ It ’ s a third arm of what they do but it ’ s a very important part of what they do .”
The division regularly hosts free trainings to give on-premise owners and staff , and NHLC employees , the tools and resources to help make sure customers do not abuse alcohol . These trainings also provide servers and bartenders with an understanding of their individual responsibilities in serving customers alcohol , such as learning how to check identification and spot fake IDs .
The NHLC also encourages safe drinking practices through several statewide programs . In partnership with Brown-Forman , the commission hosts an annual Live Free & Host Responsibly program . Launched in 2015 , this promotes responsible alcohol service and consumption through educational videos , events and other information .
Teaching proper serving amounts is one part of the program , as are instructions on how to make low-ABV drinks and mocktails . “ We take that responsibility message seriously , and so do they ,” says Mollica , thanking the program partner , Brown-Forman .
To the latter , the NHLC has leaned into mocktails for another collaboration with Brown-Forman : Mocktail Month , held during Dry January . Begun in 2021 , this has grown into 70 participating licensees who run mocktail specials .
“ We partner with the licensees by giving them a 15 % off discount up to $ 10,000 that they can use throughout the year ,” Mollica says . “ This shows licensees that we are in it for the greater good .”
While mocktails have become popular during Dry January , “ so many restaurants now have them on the menu all the time ,” Mollica adds . “ We never saw that years ago . Now they ’ re a big part of the alcohol business .”
With the environment in mind , the NHLC recently launched another beneficial program . Once again in tandem with Brown-Forman , the commission urges customers and licensees to bring back empty glass bottles to increase recycling .
Appropriately named “ Bring Back Jack ,” this program started last year . Customers can bring in at least 12 empty glass wine or spirits bottles to certain outlets and receive $ 25 off a purchase of $ 150 or more . Licensees can bring in at least 107 empty glass bottles ( an ode to Jack Daniel ’ s Old No . 7 ) to receive 10 % off an in-store purchase , up to $ 10,000 .
The idea came from the glass shortage during the pandemic . A win-win , it helps producers reuse glass while also being environmentally friendly . The result was 36,000 pounds of glass returned last year , all of which helped generate new bottles .
90 YEARS OF CHEER
The NHLC first opened its doors in August of 1934 . Nine decades later , the commission celebrated this anniversary with its “ 90 Years of Cheers ” campaign .
This year-long campaign offers customers the opportunity to win high-value prizes , including 90 % off in-store coupons , VIP concert packages , an outdoor kitchen remodel , tickets to the Daytona 500 and NHLC gift cards . Customers can also receive special discounts on their favorite brands .
“ It ’ s a good time to be in the liquor business , and we thought we ’ d give something back to the consumers ,” says Mollica . “ I ’ m a Yankee at heart ; if there ’ s a deal to be had , I want to be a part of it . A lot of consumers feel the same way that I do .”
14 StateWays • Winter 2024 www . stateways . com