Fucking Hell, Beer

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In the western region of upper Austria, in the municipality of Tarsdorf, exists a small village famous for only one thing, its name of 800 years – “Fucking”.
In previous years the town of Fucking has fought its notoriety after their most famous landmarks, the town’s 4 road signs, were constantly being stolen by British tourists. The town weighted them down with concrete and even installed CCTV cameras to dissuade thieves, but to no avail….
The most famous sign features a smaller lower sign with an illustration of 2 children and says:
“Bitte — nicht so schnell!”, which translates from German into English as “Please — not so fast!”

In 2005 the town considered changing its name, but ultimately decided to keep it because of its long history. At that time the villages Police Chief Kommandant Schmidtberger said

“…we will not stand for the Fucking signs being removed. It may be very amusing for you British, but Fucking is simply Fucking to us. What is this big Fucking joke? It is puerile.”

You can’t make this stuff up, folks.

So you may be wondering why I am writing about this on The New School, as we are a beer blog after all. Well guess what, a clever brewer has decided to brew a beer in honor of the town…and why the Fucking Hell not….

So here is the deal: not only will they be making a beer called Fucking in honor of the town, but it will be in the Helles style of lager, which, of course, translates to simply “Hell”. So the name on the bottle will officially be “Fucking Hell.”

The EU rejected the beer name initially for obvious reasons, but was forced to withdraw its objection after the brewery proved that Fucking is in fact a real village.

In a hilarious media statement, brewery spokesman Stefan Fellenberg plays dumb as to how the name could be misconstrued:
“In German, the word for a lager beer is a Helles Beer, so we have also patented the name F**king Hell, which means lager from F**king, of course.
“I don’t understand why the patents office think of something else. They must have dirty minds.”
This whole story is very reminiscent of the legal battle Mt. Shasta Brewing in California got into a couple of years ago when they started printing “Try Legal Weed” on their bottle caps. The phrase is a double entendre for drug use and the name of the town where the brewery is located – Weed, CA. In that case, the The Alcohol and Tobacco Tax and Trade Bureau busted the brewers, saying that the bottle caps made a reference to drugs and mislead the consumer by suggesting the beers contained weed. Mt. Shasta Brewing eventually won their fight as well, because the town’s name was legit.
So you may be wondering as I was when I heard this story, ‘what is the name of the brewery that makes Fucking Hell?’ I searched the internets for that answer. It is not even mentioned in the paper that broke this story (UK’s The Sun). So most people are assuming this is not even a real physical brewery, but will be contract brewed somewhere else.
I guess we will have to wait and find out.
For more on the town of Fucking:
http://en.wikipedia.org/wiki/Fucking,_Austria
For the original story in UK’s The Sun:
http://www.thesun.co.uk/sol/homepage/news/2911992/Brewing-scandal-over-Fing-beer.html

Founder of The New School and most frequent contributor Ezra Johnson-Greenough has worked in the craft beer industry for almost 10 years, doing everything from illustrating beer labels to bartending at renowned beer bars and breweries like Belmont Station, Apex, Laurelwood and Upright Brewing. He has also had a hand in creating events like the Portland Fruit Beer Festival, Portland Beer Week, and the Brewing up Cocktails series. He is available for freelance consultation in marketing, events, graphic design and branding. Contact: SamuraiArtist@NewSchoolBeer.com

6 Comments

  1. Jason

    March 30, 2010 at 6:16 pm

    I love that they hoste the “Festival of Fuck Bands”. Good bands too.

  2. Fresh Garden

    April 30, 2011 at 5:06 pm

    Absolutely fantastic!!
    I love fucking, I love beer, and I love hell too.

  3. Anonymous

    April 18, 2012 at 7:59 pm

    Please, do not give in to pressure, be proud, keep the name of your beloved village. FUCKING is great.

  4. Anonymous

    April 18, 2012 at 8:05 pm

    Máte fantastický název obce. My Češi můžeme jen závidět. Fakt, třeba Mrdákov nebo Prcnince, snaha tu je, ale ani ZDALEKA se nevyrovná názvu FUCKING, to je prostě bomba, i mezinárodně !!!!! Doporučuji neměnit. Kdo je pervezní, ví o čem mluvím.

  5. Anonymous

    July 13, 2012 at 2:31 pm

    I would recommend to put some explanatory text to that sign with two children saying: “Bitte – nicht so schnell” which in English means: “Please – not so fast”. Is it supposed to simply emphasize the fact that sexual intercourse is related to pregnancy and hence having children, or does it imply an actual intercourse with children? (Because that would be illegal in Austria.)

    • Anonymous

      July 2, 2013 at 1:31 pm

      No, the sign states that you shouldn’t drive so fast, because children have to cross this street. But of course it’s very ambiguous like the village’s name.

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