Donor-acceptor phenylene ethynylene systems containing the 6-methylpyran-2-one group, synthesized via classic or microwave-assisted Sonogashira cross-coupling, exhibit pronounced solvatochromism in fluorescence suggesting a highly polar excited state; 4-[4-(4-N,N-dihexylaminophenylethynyl)phenylethynyl]-6-methylpyran-2-one has a fluorescence quantum yield >0.9 in cyclohexane.