Lost in translation? Quite possibly.
"Hell", in fact, means "light ale" in southern parts of Germany and Austria. And "F**king" is the name of a small village in Austria that has inspired this particular brand-name, Spiegel Online International
Though the Austrian town has no brewery, and its authorities know of no plan to build one there in the foreseeable future, the Trade Marks and Designs Registration Office of the European Union has rejected claims that the brand name would be "upsetting, accusatory and derogatory".
In its statement, reproduced in Spiegel Online International, the Office says:
The word combination claimed contains no semantic indication that could refer to a certain person or group of persons. Nor does it incite a particular act. It cannot even be understood as an instruction that the reader should go to hell.
"F**king Hell" [is] 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.
The new brew, whose brand name owners are German marketing executives Stefan Fellenberg and Florian Krause, is likely to be available in August or September.