According to the Sun, and confirmed by Austrian broadcaster ORF, a Berlin entrepreneur is planning to market a beer to be called Fucking Hell, named after the Austrian village Fucking. Hell, of course, just means pale and is a popular style of lager in Bavaria. Stefan Fellenberg has just won a trademark dispute with the EU, which at first rejected the name because the name of the village is spelt the same as a word in English that is too rude to post on the internet.
This name is deeply offensive. Why? Because there is no brewery in Fucking — it is a tiny hamlet with only 90 inhabitants — and hence Mr Fellenberg's Fucking beer looks set to be contract-brewed somewhere else. There is a real danger that consumers will be misled into thinking the Fucking beer is made by Fucking brewers when it isn't.
I do like a glass of Hell, but I feel strongly that a Fucking beer should be made in a Fucking brewery. No ifs or buts. What happened to provenance? Authenticity? Bier braucht Heimat, as they say in Germany.