Controversial Brand Name

A German firm has won it’s application to brew beer and produce clothing called "Fucking Hell". Although they’re expletives in English, in German, "hell" could refer to a light ale, and "Fucking" is the name of a town in Austria. Whether the beer will actually be brewed in Fucking remains to be seen.

The problem is that Fucking has no brewery, and the town's mayor, Franz Meindl, is not aware of any plans to build one there, Austrian public broadcaster ORF reported on its Web site.

The Trade Marks and Designs Registration Office of the European Union said in a statement that it had rejected a complaint that the trade mark "Fucking Hell" was upsetting, accusatory and derogatory.

"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," the Office said in its statement.

"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, merely because this may have an ambiguous meaning in other languages."

That is good news for German marketing executives Stefan Fellenberg and Florian Krause, who own the rights to the brand name, and who had referred to the town of Fucking in their application to register it.

Tittelconsulting, a marketing agency, said in a statement on Monday that the owners will use the trademark to manufacture a variety of products including clothing and beer. "It includes the marketing of a beer among other things," Tittelconsulting said in a statement.

The new brew was likely to be presented in August or September, it added. Fellenberg declined to give further comment, so it's unclear where the beer will be brewed.

It is likely to heighten Fucking's fame, which is something Meindl, the town's mayor, isn't happy about, given the trouble the name has caused it over the years. "Twelve or 13 town signs have been stolen. We've taken to fixing them with concrete, welding and rivets."

The Bavarian towns of Kissing and Petting have the same problem, as does the eastern German town of Pissen. But so far, there are no plans to name a beer after them.