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Fucking Hell is a German pale lager, a Pilsner, with an alcohol content of 4.9%.[1] It is named after Fucking, the previous name of the village of Fugging 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[2] and the European Union's Trade Marks and Designs Registration Office initially objected to the name. It was eventually accepted and the lager is sold internationally.
 Fucking Hell label | |
| Type | Pilsner |
|---|---|
| Country of origin | Germany |
| Introduced | 2011 |
| Alcohol by volume | 4.9% |
| Website | fucking-hell |
Fucking Hell is not brewed in Fugging, 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.[3][4] At the time of the launch of Fucking Hell, there was no brewery in the village of Fucking.[2]
Fucking Hell is a pilsner and is not considered to be a true Hellbier, as beers brewed in the traditional Munich style have a malted taste and are slightly darker in appearance.[3]
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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 20 kilometres (12 mi) 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".[5]
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.[6] 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.[6][7] The Trade Marks and Designs Registration Office 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."[2]
Fellenberg and Krause intended to use the trademark as a brand name and use it to produce Fucking Hell branded food and clothing.[6] The beer went on sale in Europe, Asia and Australia in 2011.[1] In 2020, it was granted a United States trademark.[8]
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