German Execs Win Rights to Best Beer Name Ever

Written by Kiran Aditham for mediabistro.com

Pardon our language for the duration of this post, but let’s begin it with an Upper Austrian village called Fucking, which is the inspiration for a new beer called Fucking Hell. Yes, the common English term for surprise and/or frustration is now a brand name thanks to a German firm which has been granted permission by the European Union’s Trade Marks and Designs Registration Office to brew beer and produce clothing under the name.

According to Spiegel Online, the EU’s trademarks authority seems to have no problem with Fucking Hell and rejected a complaint that it was “upsetting, accusatory and derogatory.” In a statement, the EU office says, “The word combination claimed contains no semantic indication that could refer to a certain person or group of persons. Nor does it incite a particular act. It cannot even be understood as an instruction that the reader should go to hell.” “Hell” in fact is a term for light ale in southern Germany and Austria, so see, it all makes sense.

Still, the mayor of Fucking isn’t too pleased with the notoriety that this beer, which is set to be released in August or September, is going to bring to his town that’s already had 12 or 13 signs stolen over the years. According to Radio Netherlands Worldwide, though, Fucking residents voted to keep the name recently despite the problems caused by tourists who just can’t help but take pics in front of the traffic sign on which the village’s name is printed.

Whatever the case, German marketing executives Stefan Fellenberg and Florian Krause, who own the rights to the brand name, could start a whole empire considering there are also Bavarian towns called Kissing, Petting and Pissing.