Liquor laws are like this.
Same as tobacco is controlled in how it can be marketed.
I hear that you can’t even put COLD BEER on both sides of street sign (in Texas).
It’s BS. The ATF is a tax regulatory agency. The power to tax is the power to destroy.
And some misguided souls say “legalize pot and end the drug war”, “tax the hell out of it”. It’d just move the DEA under the ATF to make sure that home growers, etc were caught up on their tax stamps and not using provocative advertising or making statements to actually encourage its use.
The TTB runs booze for the feds. Has done so since 2004, I believe. The state often supersedes the fed when it comes to labeling laws, that's why some states can show the alcohol by volume on labels and others can't
Eh, more for the rest of us.