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BRLO Less Hate, More Hops

Insight

Founded ten years ago with the goal of diversifying Germany’s beer landscape, BRLO brews a wide range of beers in the name of openness.

But during this decade of inclusive, norm-breaking craft beers and initiatives, something else has been brewing in Germany: The rise of right-wing populism.

Idea

When Germans open their hearts, BRLO open their taps.

On the week of the federal election, BRLO will take a stand for an open Germany by introducing a new way of pricing their beer. The less people vote for the right-wing populist party, the less they will pay for their beer.

A simple yet powerful mechanic designed to remind people that beer is good, but openness is even better.

A truck with a large sign reading “Bier statt Blau.” is parked in front of the Brandenburg Gate in Berlin. The sky is partly cloudy, and the plaza appears mostly empty.
People gather in a dimly lit, modern bar or event space with blue LED lights hanging from the ceiling and an illuminated drinks menu on the back wall. The atmosphere is lively and social.
A dimly lit bar interior with black menu boards displaying various drink names and prices on a metal grid wall; blurred silhouettes of people are visible in the foreground.
Our 10th anniversary isn’t just a celebration; it’s a call to action. We believe in a Germany that is open, tolerant and diverse, so we aim to mobilise people to stand against hate and exclusion, one beer at a time.
- Managing Director and Co-Founder BRLO Katharina Kurz
A graffiti-covered brick wall features a closed metal gate with colorful posters in German and English, advertising drinks and promoting positivity. The sign above the gate reads Kunst & Trödelmarkt.

Impact

Every political campaign starts in the streets.

Launched on the day of BRLO’s anniversary party, the next morning Berliners woke up to posters, mobile out-of-home and social posts colouring the city to initiate the conversation. On election day, the 23rd of February, the campaign will culminate, hopefully with BRLO giving away their beer almost for free, cheering to a more open Germany.

  • CampaignBeer instead of hate ↘
  • t-onlineBrewery surprises with unusual campaign ↘
  • absatzwirtschaft Fewer AfD votes, more discounts: BRLO lowers beer prices ↘
  • BRLOVote for an open Germany ↘

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