Per references, the use of CAF crests/badges can be auth for non-commercial purposes by a CO; commercial use requires the approval of an NDHQ staff officer under the Directorate of History and Heritage. My brain tells me there was a CANFORGEN specifically about alcohol a number of years ago, but,, not currently being on the DWAN, I can't find it.
A-AD-200-000/AG-000 Chapter 6 Section 10 para 6 reads:
A formation commander or CO may authorize non-commercial reproduction of the formation or unit's primary or supplementary badge or portion thereof. These reproductions can be made using non-public funds. Examples where this applies are as follows but not limited to:
silver, trophies and sports uniforms;
unit stationery, official invitations, greeting cards, printed publicity and decals;
personal items of unit members such as blazers, lighters, wallets, cuff links and sweaters;
articles to be presented officially to other units or organizations, or to civic communities or authorities, either Canadian or foreign, upon which a depiction of the badge would be appropriate; and
wherever symbolic representation is appropriate;
A-AD-200-000/AG-000 Chapter 6 Section 11 reads:
Only the Inspector of CAF Colours and Badges is authorized to approve the use of badges for commercial purposes. When permission to reproduce a badge is given to third parties, it must clearly include the statement that the approval is revocable, nonexclusive and that a notice of government copyright is required. Copies of the correspondence will be forwarded to NDHQ/DHH and NDHQ/DMPP 8, who are available for consultation on such matters.