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Fucking Hell

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 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 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.”

Fellenberg and Krause intended to use the trademark as a brand name and use it to produce Fucking Hell branded food and clothing.  The beer went on sale in Europe, Asia and Australia in 2011.

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77 High Street, High Street Plaza, #04-01, Singapore 179433

ADDRESS

EMAIL

+65 6338 0433

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+65 6338 0484

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CONTACT US

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