New Hampshire Liquor Commission updates systems to combat counterfeit alcohol sales

Product tracking emerged as a critical focus during the New Hampshire Senate Finance meeting on April 21, 2025, as officials highlighted its role in combating the sale of tainted and counterfeit alcohol. The discussion underscored the alarming global statistics, revealing that over 11,800 individuals have suffered from methanol-tainted alcohol in the past five years, leading to 4,500 fatalities.

The New Hampshire Liquor Commission is facing stiff competition, particularly from Massachusetts, where Total Wine and Spirits has surged to the forefront with $6 billion in revenue and 277 stores across the country. This competition is compounded by the growing legalization of cannabis in neighboring states, which has been identified as a significant factor in the decline of alcohol sales nationwide. In fact, for the first time in nearly three decades, alcohol consumption in the U.S. saw a 2% drop in 2023, with projections suggesting a further decline of 5.9% by the end of 2025.

The meeting also addressed the Liquor Commission's strategic initiatives, including the recent launch of a modernized system aimed at enhancing operational efficiency. This system, which replaces a 40-year-old framework, is expected to improve customer experience while incurring an annual operational cost of $7 million.

Additionally, the Commission is in the process of selling its Hampton properties, with proceeds earmarked for paying off existing bonds. The legislative review of this sale is currently underway, marking a significant step in the Commission's financial strategy.

As the Liquor Commission adapts to these challenges, its commitment to maintaining high standards in alcohol retailing remains steadfast, with plans to expand its reach through direct shipping of wine to all 50 states. This initiative aims to capitalize on New Hampshire's unique offerings, particularly high-end wines, and enhance the state's competitive edge in the evolving beverage market.