This wax on different spirits bottles makes me think of a much less obvious example.
It makes me think of the 'very different' worlds that Apple Music and Apple Computers lived in 25 years ago. IIRC, they signed an agreement that one would stay out of the music world and one would stay out of the computer world. Made perfect sense back in the mid 80s.
Fast forward 20 years, and computers are more central to distributing music than every form of music conveyance that existed in the early 1980s - and well, Apple computers is now a key world player in distributing recorded music. Resolving the agreement of decades ago I'm sure was a bit sticky.
Compared to that situation that nobody could have anticipated, the worldwide spirits parent company of MM wanting to expand it's use of the sloppy red wax to other spirits is obvious to any reasonable person. Protecting that option for the future requires constant diligence.
I don't like the trademark and intellectual property lawyers at Maker's parent company for doing this (from whatever city or country their offices are located), but they have to look active in front of their bosses, or it might look like their jobs, perhaps, were never really necessary.
As they say in the Godfather films, it's just business...