Any normal business would have trademarked their entire business name, instead of one word. Not only that, it's being trademarked to sell kava, a word that has been synonymous with kava drinking since I can remember. Because the TM was granted in the way that it was, it prevents others from using the word in any business name. It would be like "Taco Bell" trademarking the word "Taco" to prevent any other food restaurant from using it in their name or advertising.
There are many business that have the word "Aloha" trademarked alone in the name, but the businesses vary in what they do by a wild amount, which is why the trademark office had allowed the use at all. There are also others that have trademarked the word "bula" in other instances, but not one as targeted as this. "Bula" is a specific word used in the kava drinking community, further underscoring that the word doesn't belong to one person.