Last month, the members of an after-school club called Dover Youth 2 Youth took a field trip to the State House in Concord. They arrived armed with empty beer cans, part of their planned testimony before lawmakers.
“For example, we have this brand of beer from Concord Brewing Company that has cans designed like the kids animated movie we’ve all seen: ‘Finding Nemo,’ ” explained Megan Merrigan, 12, during public testimony on the bill.
State senators were handed a can with an illustration of a brightly colored fish resembling a character in the Disney movie.
Merrigan, along with her teenage peers, contend that alcohol-makers are using imagery on their labels–whether intentional or not–that appeals to minors. They offered this as Exhibit A for why the laws needed to change.
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Concord Craft Brewing Company’s Finding NEIPA beer label, which the state liquor agency said it mistakenly approved despite its potential for inducing minors to drink.
“They’re most likely not going to pick something that’s like a big, boring bottle of beer,” said Dani Lynn Somer, 14, another member of the Dover after-school program. “Kids go for something that’s more enticing to the eye.”
The legislation these students are backing seeks to provide more clarity to both the alcohol industry and state regulators about what’s acceptable on a label of beer, wine or spirits. Cartoons, toys and other fictional characters that a kid may associate with would be prohibited.
But local craft brewers contend their labels, which are often designed by local artists and rooted in the individual culture of the business, are at risk of getting caught up in any enhanced regulations. These beers are being brewed for adults, they contend, and only available for purchase by people 21 and up.
Real dog, illustrated dog
Under current New Hampshire law, the state Liquor Commission has the power to block any alcohol label that regulators believe is designed to induce minors to drink. Alcoholic products that also falsely imply through labeling that they improve athletic performance are also prohibited.
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In total, the agency reviews 5,400 labels annually — every bottle of wine, can of beer, or spirit sold in the state — approving 96% of them.
Senate Bill 335 would add clarifying language to the statute, spelling out that cartoons, toys, robots, fictional animals and creatures that are consistent with other products marketed at minors are a no-go. It would also create a new board to handle appeals from rejected applicants.
Aaron Share, co-owner of To Share Brewing Company in Manchester, opposes a plan to explicitly prohibit certain images on alcohol labels.
(The Liquor Commission said, in a statement to NHPR, its approval of the “Finding NEIPA,” Nemo-themed label was done in error, and that after a “constructive conversation with the brewer, Concord Craft agreed to change the imagery, according to a spokesperson.)
Last November, To Share Brewing based in Manchester submitted four labels that were initially rejected by the Liquor Commission. Two of those labels included illustrations by a local artist of the co-owner’s pet.
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“It’s the face of my dog with her tongue sticking out,” said Aaron Share, holding up a can inside of his brewery on a recent morning. He said he has submitted more than 80 labels since founding the brewery, and that these were the first to be rejected.
“I don’t see anything on this label that would be considered a cartoon, or that would induce a minor to drink,” he said.
Share said the Liquor Commission later notified him, without explanation, that it had reversed course and approved the labels.
He fears that under the proposed legislation, regulators would have to make subjective calls about products, and may lack the qualifications to do so.
“Do they have a background in art? You know, are they a child psychologist?” he said.
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As well known as Mickey Mouse
The debate now going on in the New Hampshire State House is in some ways a throwback to the 1990s, when it was tobacco, and not alcohol, coming under scrutiny. Federal regulators determined that much cigarette advertising — including Camel’s cartoon spokesperson, Joe Camel — was designed to appeal to children.
Dr. James Seargent, a behavioral epidemiologist at Dartmouth’s Geisel School of Medicine, was a young researcher at Joe Camel’s peak, and said the ads were so ubiquitous and seductive that a study found the camel was “recognized as commonly as Mickey Mouse” amongst children.
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Labels submitted by To Share Brewing Company that were initially rejected, but later approved by the New Hampshire Liquor Commission.
Courtesy of To Share Brewing Company
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Labels submitted by To Share Brewing Company that were initially rejected, but later approved by the New Hampshire Liquor Commission.
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Courtesy of To Share Brewing Company
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Labels submitted by To Share Brewing Company that were initially rejected, but later approved by the New Hampshire Liquor Commission.
Courtesy of To Share Brewing Company
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There were eventually stricter labeling and marketing rules applied to cigarettes in the United States, and some parts of Europe have gone farther with tobacco packaging restrictions.
“I don’t think we’re ready to do that for beer,” Sergeant said, “but I certainly think the New Hampshire law to do away with cartoon-like characters is not unreasonable.”
But during the legislative hearing last month, some lawmakers, including Republican state Sen. Dan Innis, seemed skeptical that any new guidance or regulation could be done in a way that’s consistent.
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“The hard part for me is how are these decisions going to be made,” he said. “And that’s where it just gets messy.”
Take for example other boozy offerings now available on store shelves: alcoholic Monster energy drinks, spiked Sunny D, and Eggo Waffles branded liquors. What do you do with those products? Are they aimed at kids? Nostalgic adults?
Mia Mozzoni, 18, from the Dover Youth 2 Youth group, said she doesn’t appreciate how the broader industry views people her age and wants to see adults take steps to protect her and other young people.
“I don’t like being targeted by the industry. I don’t like seeing my peers ruin their brains and their livers at like 14 and 15 because they’re binge drinking,” she said, adding, “It’s just a problem.”
CONCORD – While Republican Gov. Kelly Ayotte has said she opposes increasing highway toll rates across the state, the Senate voted Thursday to increase rates for out-of-state license plate holders.
It now goes to the House for consideration.
This would be a $1 increase for those who have out of state plates going through the tolls at Hooksett, Hampton and Bedford for out-of-state plates, a 75 cent hike for those taking Hampton’s Exit 2 and on the Spaulding turnpike at Rochester, and a 50 cent hike for those taking the exit off I-93 to Hooksett.
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An analysis in the bill shows that this would increase toll revenue by $53.3 million in fiscal year 2027 and go up each year to generate $81.4 million a year in 2036.
Senate Bill 627 passed on a voice vote with two Republicans, Senators Regina Birdsell of Hampstead and William Gannon of Sandown opposing.
Senator Mark E. McConkey, R-Freedom, moved to take the bill off the table and offered an amendment. He said the last time there was a systemwide increase to the turnpike toll was 19 years ago.
“I am sure we could all agree the cost of operations…has continued to escalate when revenue is not rising with it,” and he noted that with an enterprise fund, the state can only spend what it takes in.
The state has just completed a 10-year highway plan and there was a $400 million shortfall in projects that could not be paid for under the current income.
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McConkey said the measure would not increase tolls for New Hampshire drivers with a state license plate.
“Why don’t we ask our neighbors,” to pay a toll increase. “We are getting the best of all worlds,” by passing the bill, he said, including “protecting our residents” and having resources for improvements to the turnpike system.
Sen. Gannon, R-Sandown, asked McConkey if there are any studies on impacts near the border on businesses.
If implemented, McConkey said the state will be the 27th lowest in per mile cost still. McConkey said the bill would also increase from seven to 14 days the amount of time for those with NH license plates to pay for a toll adding there are other states that also have different rates for out-of-state users.
The Hampton toll cost would go from $2 to $3, while Hooksett and Bedford would rise from $1 to $2 for out-of-state plates.
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New Hampshire currently has the lowest rate per mile among states with tolls roads. The governor said she does not support a toll increase.
“We are not going to put a burden on drivers for a toll increase,” Ayotte said. “Families are struggling.”
WILTON, N.H. (WHDH) – A woman died in a Wilton, New Hampshire, house fire Wednesday morning, according to the New Hampshire State Fire Marshal’s Office.
At 9:08 a.m., Wilton firefighters responded to Burns Hill Road after a caller said their home was filling up with smoke. When they arrived, a single-family home was on fire and they found out two people were still inside on the second floor.
A man and a woman were both taken out of the house by firefighters and taken to Elliott Hospital. The woman was pronounced dead and the man is in serious condition.
Officials have not released the name of the victim at this time.
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At this time, investigators are looking into the cause of the fire and are trying to determine if a power outage in the area played a factor. The fire is not currently considered suspicious.
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