It's all in the name and the LCBO doesn't like it.

The Liquor Control Board of Ontario won't sell a beer made in Barrie because of the name and graphics on the label of Smashbomb Atomic IPA.

There are reports Flying Monkeys Craft Brewery was told by the LCBO the name would have to be changed because it's too extreme.

The Organization also says the label, showing the title inside an explosion, isn't politically correct for what's happening in the world today.