“We know through data that nightlife is one of our largest business segments, especially going out on a Friday or Saturday night,” David Katcher, general manager for Lyft in the Midwest, told the Chicago Tribune. “Harder [to understand] is the psychology of how they decide to get home and when they decide to make that happen.”
Lyft aims to entice drinkers to use its services to get home by offering a discount for a Lyft ride up to $5 with each can of Five Star Lager, a rebranded version of the Baderbräu’s helles lager, South Side Pride.
Lyft has committed to 1,000 barrels—24,000 cans—of Five Star Lager. The beer will debut at the brewery on January 18, and then be distributed to 30 to 40 Chicago bars for a trial run. If the trial run flops, the beer will run until the first batch is sold out. If all goes well, we could start seeing Lyft beer in bars across major U.S. cities sooner than we think.
Baderbräu co-founder Rob Sama told the Chicago Tribune that he sees the easy-drinking beer doing well in sports bars where craft doesn’t have as strong of a hold on tap. “For the guy drinking a Miller Lite or PBR the shift isn’t that dramatic,” he says.
At first glance, this collaboration feels like a nothing more than a shameless marketing ploy to get Lyft into bars full of potential passengers. Which yes, it very much is. But getting beer and a cheaper ride home all in one? We can’t deny, it’s pretty clever.