When US brewery Alligator Brewing Company found out that white supremacist Richard Spencer was going to be visiting its hometown, they came up with a plan to draw people away from him.
When the brewery heard that Spencer was giving away 800 free tickets to his speech at the University of Florida, they offered a free beer to anyone who picked up two of those event tickets and went to the brewery instead.
Their plan meant the tickets would be snapped up, Spencer would assume these people would attend but their seats would be empty instead.
"We unfortunately can't stop him from bringing his hate to Gainesville. But we can empty the room so his disgusting message goes unheard," the brewery said on Instagram.
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According to the brewery, one of Spencer's event organisers, Cameron Padgett, went into the premises today, meaning the white nationalist is aware of their clever boycott.