TTB typically does not allow wine labels to say much about the alcohol content or strength — except in the normal alcohol by volume statement.
So we were surprised that The Drunken Goat, and his n’er-do-well friend, Le Drunk Rooster, would show up on a couple of wine labels. We pretty much expected them to show up, sooner or later, on a spirits label. But not on a wine or beer label, where TTB has historically and fairly vigorously discouraged alcohol content claims.
While the goat and rooster are carousing around, notable is the absence of any drunk humans out and about on approved labels. Unless you count this guy, the toothless fellow on the label for Rocky Mountain Moonshine Sippin’ Hooch. It is distilled from beets and the label suggests “Once tasted, you too will become hooked!” Box 19 surprisingly declares that “The man is no longer ‘drunk’ appearing.” If he’s sober I’d like to see the other version.
Robert C. Lehrman is the principal attorney at Lehrman Beverage Law, PLLC. Robert founded the firm in 2001 after 12 years at the Washington, DC office of a larger firm that specializes in federal and state administrative law. From 1998 until 2001 ... Read Full Bio