Many German beer brands combine a place name with the word Hell, which means “pale” and indicates a pale lager:

In 2010 German businessman Florian Krause recalled that he’d grown up near an Austrian village called Fucking:

So he brewed a pale lager and named it for the town:

The European Union trademark office initially balked at registering the name, but Krause explained his thinking and they accepted it. “The word combination claimed contains no semantic indication that could refer to a certain person or group of persons,” the office noted. “Nor does it incite a particular act.”

“It cannot even be understood as an instruction that the reader should go to hell.”