Stateways

StateWays - March/April 2016

StateWays is the only magazine exclusively covering the control state system within the beverage alcohol industry, with annual updates from liquor control commissions and alcohol control boards and yearly fiscal reporting from control jurisdictions

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15 StateWays n www.stateways.com n March/April 2016 in partnership with Brown-Forman, the campaign offers rotating monthly website tips about restaurant and home serving, and also features seasonal mocktail recipes (low-alcohol and no-al- cohol cocktail options) to promote entertaining responsibly. The NHLC even promotes responsible consumption during its own events. For example, attendees at the Distiller Showcase could opt into a "sip and stay" hotel package. A limousine service was also on hand to provide safe rides home to people traveling within 15 miles of the event location. "Our credibility is important as a regulatory agency, and we always practice what we preach, even with our own staff," Milligan says. Indeed, the agency has also placed a large em- phasis on internal staff training in recent years, educating all employees on all aspects of the beverage industry. The idea is that a well-educated staff will provide better service to agency clients and partners in general, and training remains an ongo- ing priority. A BRIGHT FUTURE Looking ahead, the NHLC plans to continue expanding its brand in order to better serve its growing customer base. Over the next four years, the agency expects to generate a net profi t of more than $1 billion, which will all be directed to the state's general fund. Mollica also hopes to expand the work the com- mission has done to benefi t various New Hampshire non-profi t groups. Since 2013, the NHLC has raised more than $700,000 for a variety of organizations, including The New Hampshire Food Bank, Toys for Tots, Easter Seals New Hampshire and the New Hampshire Breast Cancer Coalition. "We're the top agency revenue driver for the general fund - we have a lot of responsibility for that and also for giving back to our community," Mollica says. "Those priorities, along with fo- cusing on our continued enforcement and education efforts, will shape our efforts moving forward." MELISSA NIKSIC is a freelance writer and marketing commu- nications strategist from Chicago, IL. Her work has appeared in Chicago's Daily Herald newspaper, Time Out Chicago, Suburban Life newspapers, and various magazines. She is also the author of several children's books. Follow her @MelissaNiksic. The NHLC's goal is to create a great experience for customers in every channel. MELISSA NIKSIC is a freelance writer and marketing commu- nications strategist from Chicago, IL. Her work has appeared in Chicago's Daily Herald newspaper, Time Out Chicago, Suburban Life newspapers, and various magazines. She is also the author of several children's books. Follow her @MelissaNiksic.

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