>The Beer That Dare Not Speak Its Name — at least, if it ever gets imported to the US.
This news is from a month ago, but I’d missed it. A couple of German marketing executives have won the right to use the name “Fucking Hell” for a not-yet-existent beer — referring to the Austrian town of Fucking (yes, there is one) and to the German word for light ale, “Hell”. (Hell is an adjective meaning light or bright. The German word for Hell, the place, is Die Hölle.)
There are some issues — there is no brewery in the town of Fucking, and the mayor is not altogether pleased (people keep stealing his town’s signs for souvenirs.) A complaint was filed that the phrase is “upsetting, accusatory and derogatory”, but the EU Trademark office rejected the complaint, saying that
“Fucking Hell” was an “an interjection used to express a deprecation, but it does not indicate against whom the deprecation is directed,” the Office added. “Nor can it be considered as reprehensible to use existing place names in a targeted manner (as a reference to the place), merely because this may have an ambiguous meaning in other languages.“
According to the article in Der Spiegel, the brand should be on the shelves by the end of the summer. I’ll keep my eyes open for it.