Lyft Partners With Brewery on Beer That Comes With Discount Rides

Lyft published research showing that, in 2017, almost a quarter-million Lyft passengers got rid of a household vehicle because of the availability of ride-sharing, per The Verge.

Finally, a ride sharing company that understands our needs.

Lyft, the ride-hailing app that provides more than 1 million rides a day, partnered with Chicago's Baderbrau Brewing to market a beer that lets people request discounted rides.

"We know through data that nightlife is one of our largest business segments, especially going out on a Friday or Saturday night", David Katcher, Lyft Midwest's general manager told the Chicago Tribune. He pretty shamelessly explains that nightlife "is one of our largest business segments", but unfortunately "the psychology of how [customers] decide to get home and when they decide to make that happen" is hard to parse.

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The app-based taxi company is offering discounted rides home to customers who buy the beer. Until it can, Lyft figures having its own beer brand can't hurt, and the paper adds, don't be surprised if a version of the brew eventually pops up in other cities. Bars will be able to sell 12-ounce cans of the beer.

"Five Star Lager is a no-nonsense, bright-tasting beer that is flawless for a nightcap", Rob Sama, the founder of Baderbräu, said in a statement to Fortune. A launch party - complete with branded glassware, posters and coasters - will be held at Baderbrau on January 18th at 5:30pm. "Lyft is not receiving any part of the sale of the beer".

Well, it seems Lyft's marketing geniuses have found an even cleverer type of self-promotion.

The beer, however, is created to be a nightcap both in the sense that a lager is a lighter beer on the tongue, and also the can comes with a discount code for a standard Lyft ride; sorry, Lyft Line fans. Lyft's other efforts to promote safe driving have recently included a campaign with Anheuser-Busch to offer as many as 150,000 round-trip rides during weekends and holidays in 10 states.

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