Alt+Wine

In one of my favorite news items of all time, it was announced earlier today that the EU Trademark Authority has approved the name “Fucking Hell” for beer and clothing for a company in Germany.

How did this happen? Well, for once this time, the answer is found in Fucking. The Austrian village of Fucking (pronounced Foo-King, real place) has been referenced in the paperwork ok’d by the EU TA. In a beautiful twist of fate, the word “Hell” is a German word used to describe a light ale. Thus, Fucking Hell Beer is born.

Interestingly, there is no Fucking brewery and no plans to build one that the village has seen.  Needless to say, this has some Fucking Austrians confused, while others are simply taking it in stride.

Fucking Background:

Despite the spotlight in recent years, Fucking has its problems. Apparently the town’s signs have been repeatedly stolen which has become such an issue that the town had the opportunity to change its name to prevent shenanigans with town property. Fortunately, the townspeople (all 100 of them) did not agree with this Fucking Off initiative, and thus we are all blessed with aforementioned foul-mouthed products.

Alt+Wine will be tracking this closely. Don’t you worry.

This topic was discovered via the urban outfitters blog, and Spiegel Online International.