Belly up to the bar on a Friday afternoon. The week's been murder and you could murder a pint.
Make it a pint of Germany's newest offering. How about a round of Fucking Hell?
The good citizens of Fucking, a town near Salzburg, are not at all amused by the snickers of the English-speaking world. Needless to say, they were resentful of the European Union's need to certify that the beer's label isn't implying anything vulgar. Nor does it insult any particular social or ethnic group, although the people who live there might not agree.
So Fucking Hell doesn't suggest vulgar sex acts or an encouragement to engage in violence. Indeed not.
On further review, the wise men in the Trademarks and Designs Registration Office realized that they couldn't ban the brand since there is a real place named Fucking and it's in Germany which is famous for beer. Just because someone put together the names of two places and created a double entendre can't be considered illegal.
It's only the English speakers who find it hilarious or vile, and that's certainly not the majority of the European Union. So let the Brits and the Irish go snigger in their beer. The French have their fine wines and impeccable manners and they're not going to be roped into the discussion.
That's where the decision currently stands. In all likelihood, a directive will be issued shortly, ordering everyone to use the proper pronunciation. Ask for a "fooking" hell or risk a serious fine.