koan - 6:57 pm on Dec 9, 2008 (gmt 0)

What's more interesting is that Wine has always been OK, but beer and liquor, off limits.

Yeah that was always weird. But I agree with signor_john, I think it was just a matter of murky legal issues to research, or gaining more experience on the matter. If there was a strong enough demand from advertisers ("in response to advertiser feedback"), they would invest the energy to figure it out.