Montagne Communications Honored as NH Liquor Commission’s Business Partner of the Year


Manchester-based strategic communications firm recognized for developing award-winning alcohol responsibility campaign  

Concord, NH – The New Hampshire Liquor Commission (NHLC) recently honored the Manchester-based strategic communications firm, Montagne Communications, as its Business Partner of the Year. Montagne Communications was recognized last month alongside Jack Daniel’s and Brown-Forman during NHLC’s annual Wine, Spirit & Employee Awards ceremony for the Live Free & Host Responsibly campaign, a first-of-its-kind educational initiative encouraging responsible consumption and service of alcohol. Montagne Communications developed the initiative, which has become a model for the industry, gaining widespread attention and praise, along with reaching tens of thousands of NH Liquor & Wine Outlet customers.  

“We are pleased to honor Montagne Communications, as well as Brown-Forman and Jack Daniel’s, for going above and beyond to create and implement a groundbreaking program reinforcing the critical importance of responsible consumption and service of alcohol,” said NHLC Chairman Joseph Mollica. “Responsibility is at the heart of everything we do and the Live Free & Host Responsibly campaign allows us to engage both customers and licensed establishments in a fun and innovative way. We look forward to working with Montagne Communications to continue this meaningful program for years to come.”

NHLC launched the Live Free & Host Responsibly campaign in 2015 with Jack Daniel’s, the best-selling whiskey in the world, and Brown-Forman, one of the largest American-owned spirits and wine companies, which sells brands in 135 countries and has offices across the globe. In 2016, Montagne was the recipient of Brown Forman’s North American Region Responsibility Award for developing the campaign.

Live Free & Host Responsibly features a web page ( with tips for responsible serving and hosting, videos with cocktail and mocktail recipes emphasizing responsible consumption, downloadable recipes, resource guides for New Hampshire lounge and restaurant owners and advice for consumers. The campaign also features 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.”

“We are extremely honored to receive this recognition from NHLC, which has been a tremendous partner,” said E.J. Powers, executive vice president, Montagne Communications. “We are proud of the success of the Live Free & Host Responsibly campaign and we are delighted to work with NHLC, Jack Daniel’s and Brown-Forman on this statewide, strategic effort driving home the message of responsibility.

In addition to Montagne Communications, NHLC also presented awards to national, international and New Hampshire brands, including Absolute Lime Vodka, Tito’s Handmade Vodka distillery, Mezzacorona Pinot Grigio, Oyster Bay Wines, Tamworth Distillery, and Flag Hill Distillery & Winery.

Launched in May 2007 by longtime advertising, public relations, and strategic communications consultants Scott Tranchemontagne and E.J. Powers, Montagne Communications delivers the full range of integrated communications and marketing services for clients in the telecom, energy, health care, retail, hospitality, high tech, finance, government, and nonprofit sectors.

In addition to NHLC, Montagne Communications clients include Dartmouth-Hitchcock, Planet Fitness, Eversource, Wellesley Theatre, Balsams Grand Resort, Plymouth State University, New Hampshire Charitable Foundation, New Hampshire Lottery, Alene Candles, New Hampshire Food Bank, the New Hampshire Department of Revenue Administration, and the New Hampshire Division of Travel & Tourism Development.

Caption: Montagne Communications, Brown-Forman, and Jack Daniel’s were presented with the Business Partners of the Year Award at the New Hampshire Liquor Commission’s (NHLC) annual Wine, Spirit & Employee Awards ceremony last month. Pictured, from left to right, NHLC Deputy Commissioner Michael Milligan; NHLC Chairman Joseph Mollica; Neil Santorella, Territory Manager, Brown-Forman; E.J. Powers, Executive Vice President, Montagne Communications; Taylor Amerman, Corporate Responsibility Manager, Brown-Forman; Bob Kelley, State Manager for Maine, New Hampshire and Vermont, Brown-Forman; Nicole Brassard Jordan, NHLC’s Director of Sales, Marketing, Merchandising and Warehousing; and Mark Roy, NHLC’s Spirits Marketing Specialist.

For additional information on Montagne Communications, please contact Scott Tranchemontagne or E.J. Powers at 603.644.3200, or for a full list of services and clients, visit Like, tweet or tag @MontagneCom on Facebook, Twitter, and Instagram.