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The New Hampshire Liquor Commission is the nation’s most profitable and progressive control state, with $750 million in annual sales and 12 million annual customers visiting its 76 NH Liquor & Wine Outlet Locations. 

Before we started working with them, they had little name recognition outside New England. How do you explain the benefits of a control state system to media and the public, tout the state’s buying power and access to rare spirits, and put New Hampshire on the map nationally while capitalizing on the growing demand for premium bourbon and whiskey?

Strategy & Tactics

Most media have been to distilleries in Tennessee and Kentucky – but few have had the opportunity to experience a single barrel selection with a control state, yet alone one that would taste through 30 barrels and purchase 16 at a single distillery in a single day.

We organized immersion experiences with high-value media to help tell the story of why New Hampshire is one of the best kept secrets for buying rare spirits. For those who weren’t able to attend, we sent samples straight to their door, and conducted virtual tastings with master distillers and our spirits buyer. 


Our campaign resulted in significant media coverage and opened the door to opportunities to be featured as subject-matter experts and obtain reviews in top-tier outlets like Esquire, Food & Wine, Whisky Advocate, Punch, Paste Magazine, Bourbon and Banter, and more.

NH and its Liquor & Wine Outlets are more than just likable, they’re now known as one of the top states to buy bourbon, a must stop vacation destination, and one of the top-20 retailers in America.