Paul Townsend, "Mathewite Temperance in Atlantic Perspective," The Irish in the Atlantic World, ed. David T. Gleeson (University of South Carolina Press, 2010).
An Alcohol Beverage Control State since 1937, North Carolina bumps up against the privatization movement described here in the Greensboro News & Record.
In 1996 Federal legislation permitted liquor ads on TV. This WP blog touches on the history of those ads in the US and even earlier in other countries and gives a few entertaining examples via Youtube.