A German brewery has won its battle to market a beer called F**king Hell. The European Union's OHIM trademarks agency initially rejected the name because of its sexual connotation.
That decision has now been overruled in the OHIM's appeals procedure. The brewery defended its choice of name pointing out that 'hell' in German means 'pale' and refers to light-coloured ale. It also argued that the beer is produced in F**king, a village in Austria.
It is a popular destination with British tourists, who enjoy being photographed in front of the traffic sign on which the village's name is printed. A few years ago a referendum was held to decide whether or not to change the village's name because of all of the problems with tourists, but in the end residents voted to keep the name unchanged.