The Illinois Liquor Control Commission (ILCC) adopted a permanent rule regulating the placement of co-branded alcoholic beverages on retail sales floors with the goal of protecting the public from confusion between alcoholic beverages and non-alcoholic beverages with similar branding and to prevent the marketing of such alcoholic beverages to children. A “co-branded alcoholic beverage” is any alcoholic beverage containing the same or a similar brand name, logo, or packaging as a non-alcoholic beverage. The permanent rule applies to all establishments in Illinois that sell packaged alcohol for off-premise consumption.