In the first week of February 2011, TTB advised beverage companies that label and formula approvals may take up to 90 days or so — and those applications will be handled on a strictly first-come-first-served basis. After many years or even decades, TTB will no longer allow “expedites,” even in the most urgent circumstances. Before this change, it was entirely possible to get an urgent label approval within 2-3 days. Details here. Several months later, TTB began allowing “accelerated” processing, but only in extraordinary circumstances.