Fucking Hell label
|Country of origin||Germany|
|Alcohol by volume||4.9%|
Fucking Hell is a German Pilsner or pale lager with an alcohol content of 4.9%. It is named after the village of Fucking in Austria; hell is the German word for 'pale' and a typical description of this kind of beer. The beer's name was initially controversial. Both the local authorities in Fucking and the European Union's Trade Marks and Designs Registration Office initially objected to the name. It was eventually accepted and the lager is now sold internationally.
Fucking Hell is not brewed in Fucking, but was originally brewed in the Brauerei Waldhaus, a brewery in the Black Forest town of Waldhaus, Weilheim in Germany. From 2013, production moved to the Brauerei Hartmannsdorf in Hartmannsdorf, near Chemnitz. At the time of the launch of Fucking Hell, there was no brewery in the village of Fucking.
In 2010, three German businessmen, Stefan Fellenberg, Florian Krause and Hans-Jörg Schaller devised a plan to bring a new beer to market. Krause was originally from Bad Reichenhall, a Bavarian town only 20 km over the border from the Austrian village of Fucking. The village's name inspired them to devise a humorous brand name, combined with the German word Hell for 'pale lager', and they applied to register a Community Trade Mark for "Fucking Hell".
The European Union's Trade Marks and Designs Registration Office initially refused to grant a trademark for the beer on the grounds that it contained an expletive. However, Fellenberg and Krause argued that the name referred to the village in Austria and that Hell was an Austrian and Southern German term for pale lager. The Trade Marks and Designs Registration Office then permitted the registration of the trademark, stating that the name was "an interjection used to express a deprecation, but it does not indicate against whom the deprecation is directed, 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."