Comment by DoreenMichele

Thank you for that. I knew I was on shaky ground with the translation. I know nothing about beer and my German is rusty and I didn't do a lot of digging before posting.

My main point stands: It doesn't mean "fucking hell" in German.

Kind of like that song "What does the fox say?" The two brothers didn't expect it to be so successful. In fact, they intended it to be a joke on some TV show they were doing or something like that. They were planning ahead of time to be all "We got our big break and this is the garbage we produced!"

I talked to an American who was sure that it was intended to be a play on words. She heard it as "What the fucks?" and she figured that's why it was so popular.

That may well be part of why it took off -- because it's something for English speakers to snicker about -- but I kind of doubt it was originally planned that way. People who speak English as a second language -- or anything as a second language -- routinely say "bad" things without intending it or even realizing it.

So someone may be doing it ("it" being naming the beer something naughty to the English speaking ear) on purpose because it's funny to people who speak English. But this isn't a case of "laughing with you." It's very much a case of "laughing at you" and the people being laughed at aren't enjoying it and they decided to put a stop to it wrt their town name.

And I feel like I'm getting a lot of hostility for being on the side of the villagers who feel mistreated and don't want to put up with it anymore. And it's an icky thing to be feeling right now and to be observing how this went down overall.