Ah, well, fucking isn't vile "in" any language, though it may be in some societies. It's only vulgar, maybe profane, and only in English because the Normans considered all Anglo-Saxon descriptions of bodily functions to be uncivilized (except eating and sleeping). So, good 'ol Anglo-Saxon words like shissen or shitten, pissen, ficken or fokken were dropped from polite conversation and replaced with metaphors like "water the flowers" or "intercourse" and urination (replacing the vulgar AS with Latin words ... that mean the same f-in thing).
But, I agree that the brewers are just taking advantage of the town's name. Personally, I won't buy the beer ... 'cause I don't like Hells anyway. Otoh, I do think it's a shame that people are taking such a cheap shot. I don't want my grandkids to be forced to see commercials for this beer, and have the advertisers say "but it doesn't mean that." I also have to say that Bastard Ale doesn't disturb me. Then again, a batard in France is a type of bread.
Anyway, I think one solution would be to require phonetic spellings on the labels of products with potentially controversial names. For ex., they should make the label on this beer read "Fooking Hell"'; then let's see what some of the Lunduners say
Or would that be Deptford?
"A man is rich when he has time and freewill. How he chooses to invest both will determine the return on his investment."