TX attorney general opinion: what is an excessive discount on alcoholic beverages?

Briefing time for the alcoholic beverage industry in Texas. The Texas Attorney General is considering Opinion Request RQ-0004-AC from Jacksonboro. The Jack County Attorney wants clarification of what the Texas Alcoholic Beverage Code means when it prohibits an excessive discount. For example, if a package store advertises a bottle for $27 but rings it up as $11, is that an excessive discount?