Third Annual Live Free & Host Responsibly Campaign

The New Hampshire Liquor Commission (NHLC) and Jack Daniel’s Tennessee Whiskey are teaming up for the third straight year on an award-winning Live Free & Host Responsibly campaign, which encourages responsible alcohol service and consumption. When the innovative and interactive effort launched in 2015, it marked the first time a control state had partnered with a fine wine and spirits company on a responsibility initiative. Live Free & Host Responsibly will once again feature a “Cocktail & Mocktail Competition” aimed at highlighting the responsible use and service of Jack Daniel’s products, along with the creation of lower-alcohol cocktails and alcohol-free cocktails, known as “mocktails.”

Live Free & Host Responsibly offers tips for responsible serving and hosting, videos with cocktail and mocktail recipes that emphasize responsible consumption, downloadable recipe cards, and more all available on a responsibility-focused web page at

“The New Hampshire Liquor Commission is committed to promoting safe and responsible use and service of alcohol at all times,” said NHLC Chairman Joseph Mollica. “Live Free & Host Responsibly is a perfect opportunity to highlight our ongoing efforts and engage our consumers in a fun and interactive way. By partnering with Jack Daniel’s, one of the most respected and recognizable brands in the world, our joint efforts will be all the more impactful.”

Tim Laird, America’s “Chief Entertaining Officer” for Brown-Forman and an authority on wines and spirits with more than 20 years’ experience in the hospitality industry, provides video tutorials of seasonal cocktail and mocktail recipes and festive dishes as a component of the campaign. A connoisseur of fine wines, spirits and champagnes, Laird is a gourmet chef and master at entertaining. He makes hundreds of appearances each 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.

The Live Free & Host Responsibly Cocktail and Mocktail Competition is aimed at spotlighting the creative and responsible ways hosts and individuals can enjoy alcohol responsibly. With separate categories for consumers and bartenders/wait staff at licensed New Hampshire restaurants and lounges, entrants are asked to create two unique recipes: a cocktail featuring one product from the Jack Daniel’s family of brands, as well as an alcohol-free mocktail. Both categories feature the same grand prize: an all expense-paid trip to the Jack Daniel Distillery in Lynchburg, Tennessee.

A full list of rules and prizes are available at During last year’s competition, Jamie Woods of Hooksett, won the “Professional Bartender” category for his “Gentlemen’s Bet” cocktail featuring Gentlemen Jack and his Sparkling Blackberry Basil Lemonade mocktail, while Jessica Campo of Nashua won the “Home Consumer” category for her Honey Jack Mule cocktail featuring Jack Daniel’s Tennessee Honey and her Honey Mule mocktail.