Behavior Change
Brown-Forman, Jack Daniel's Want You to Celebrate Responsibly This Holiday Season

The New Hampshire Liquor Commission (NHLC) and Jack Daniel’s Tennessee Whiskey have teamed up to offer tips and techniques to emphasize safe and responsible alcohol consumption for this holiday season. The award-winning Live Free & Host Responsibly campaign offers holiday-themed food and drink recipes, along with videos outlining techniques for responsible entertaining.

“Encouraging responsible alcohol consumption is a major priority for the New Hampshire Liquor Commission, and with the support of Jack Daniel’s, the Live Free & Host Responsibly campaign has allowed us to continuously deliver this important message in a fun and interactive way,” said NHLC Chairman Joseph Mollica. “As our customers begin to plan festivities around the holidays, we want to provide some simple yet proven practices for enjoying a safe and responsible holiday season with loved ones.”

NHLC and Jack Daniel’s offer tips for successful, fun and safe at-home entertaining, beginning with “decking the halls,” offering a wide assortment of alcohol-free drinks, providing plenty of food, planning safe transportation and setting the right example as a host.

In addition, NH Liquor & Wine Outlet customers can download seasonal recipes, including a warming ‘Jack’s Holiday Crantini’ made with Jack Daniel’s or a ‘Jack-Free’ version without alcohol.

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“Responsible alcohol consumption is important year-round, but especially important to emphasize during the holiday season,” said Taylor Merman, North American Region Responsibility Manager for Brown-Forman, parent company of Jack Daniel’s. “These tips and recipes provided by the Live Free & Host Responsibly campaign will ensure NH Liquor & Wine Outlet customers and their guests have a safe and festive holiday.”

Along with tips for hosting, an instructional video teaches viewers how to prepare the holiday food and drink recipes. The video features Tim Laird, America’s ‘Chief Entertaining Officer’ for Brown-Forman, one of the largest American-owned spirits and wine companies.

This holiday season, Brown-Forman is once again teaming up with transportation companies in Kentucky to encourage people to plan ahead and keep drunk drivers off of the roads. This is the fifth consecutive year that the company has helped offer safe rides home through this program.

The Kentucky Office of Highway Safety, Volunteers of America, the Louisville Metro Police Department, and Brown-Forman joined other highway safety-related agencies and partners to kick off the holiday “Drive Sober or Get Pulled Over” campaign this week at Brown-Forman Corporation in Louisville.

Brown-Forman is sponsoring a $20 discount for legal drinking age consumers with ride booking companies Uber (for first-time users only) and City Scoot from December 15, 2016, through January 1, 2017, with the promotional code SAFERIDEKY.*

In Kentucky in 2015, there were more than 5,700 crashes involving alcohol and/or drugs, resulting in more than 3,000 injuries and 154 fatalities. More than 500 of these crashes occurred during the month of December, resulting in 264 injuries and 14 fatalities.

"Brown-Forman is proud to partner with the 'Drive Sober' campaign to encourage planning ahead, using a designated driver, and not driving drunk," said Rob Frederick, VP of director corporate responsibility at Brown-Forman. “As a company committed to responsibility, we're excited to work with our safe ride partners and help our neighbors in Louisville make their holiday season a safe one."

*To qualify for the discount, consumers can go to any of the carriers’ apps and enter SAFERIDEKY. Offer valid for Kentuckiana residents who are 21 years of age or older. Void where prohibited. Offer is subject to carrier’s availability and terms and conditions. Go to for details.

NHLC’s tips offer an additional responsible holiday party resource along with Diageo’s virtual reality drunk driving experiences and’s information base, ensuring a safe end to 2016.


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