BRLO Launches “Less Hate, More Hops” A Bold Activation Using Beer Prices to Counter the German Far-Right

As part of its 10th anniversary, Berlin craft brewery BRLO is taking a stand against rising right-wing populism in Germany. Less Hate, More Hops is a bold new activation with a simple premise: the fewer votes the far-right Alternative für Deutschland (AfD) receives in the 2025 federal election, on Sunday, February 23- the cheaper the beer will become.

Rooted in BRLO’s long-standing commitment to DEI, the campaign is a natural evolution of the brewery’s values. From championing Pride initiatives to being the first beer brand to feature female football players on its cans, BRLO has consistently used creativity to foster dialogue and progress. This time, the brewery is making its biggest statement yet; directly tying beer pricing to the fight against political extremism.

“Beer has always been about bringing people together, and BRLO has built its brand on openness and diversity,” said Kai Heuser, Executive Creative Director at AKQA Berlin. “With ‘Less Hate, More Hops,’ we’re turning that philosophy into action—harnessing creativity not just to spark conversation but to drive real-world change.”

Developed by AKQA, the activation will launch across out-of-home, social, and digital platforms, using bold messaging and striking visuals to rally voters in support of an open, diverse, and more inclusive future. The final discount on BRLO beer will be revealed once election results are in— for an exclusively discounted price in a more inclusive Germany.

“Our 10th anniversary isn’t just a celebration—it’s a call to action,” said Katharina Kurz, Managing Director and Co-Founder of BRLO. “We believe in a Germany that is open, tolerant, and diverse. Through this campaign, we want to mobilize people to stand against hate and exclusion—one beer at a time.”

The activation was launched at BRLO’s anniversary party on February 12, with beer lovers and democracy supporters raising a glass to a future with less hate and more hops.