The Twenty-first Amendment grants states control over the transportation and sale of alcohol within their territory, but it does not exempt states from First Amendment requirements. As a result, state alcohol regulations must still comply with free speech principles and cannot unnecessarily restrict advertising or other speech about alcohol without showing that it directly advances a significant state interest.
For example: A state could regulate signage size at liquor stores for traffic safety reasons but couldn’t ban factual information about alcohol content unless necessary to address a specific public health or safety concern.