Battle is (reportedly) “amazingly finicky on stupid things that don’t really achieve any government purpose. He’s implementing rules that are totally antiquated.”
Battle has rejected a beer label for the King of Hearts, which had a playing card image on it, because the heart implied that the beer would have a health benefit.
He rejected a beer called Pickled Santa because Santa’s eyes were too “googly” on the label, and labels cannot advertise the physical effects of alcohol. (A less googly-eyed Santa was later approved.)
He rejected a beer called Bad Elf because it featured an “Elf Warning,” suggesting that elves not operate toy-making machinery while drinking the ale. The label was not approved on the grounds that the warning was confusing to consumers.
He rejected a Danish beer label that featured a hamburger, which was turned down because the image implied there was a meat additive in the beer.
He rejected a beer that was marketed as an “India Dark Ale,” because it implied the beer was made in India (even though the label had a line with the words “Product of Denmark”).
He rejected a beer that called itself a “heart-warming ale,” because this supposedly involved a medical claim.
He also might reject your label if you address him as "Mr. Martin” instead of “Battle.”