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Lyft is taking a ride home after a night out to a new level. Starting next week, the 24/hour ride request service will be partnering with Baderbräu Brewing and offering craft beer to its riders after a night out in Chicago.
Customers will be able to safely secure a ride home using the Lyft app and order Baderbräu Brewing’s Five Star Lager. The craft beer is described as, “Munich Helles-style lager with a medium body and refreshing finish,” and is exclusive to bars in the Chicago area. Customers who want to try it can order the craft beer and also be given 60 percent off their next Lyft ride.
The announcement was followed by skepticism regarding safety, but Lyft ensures that it is meant to promote just that.
“We decided to partner with Baderbräu for the Five Star Lager launch to encourage more Chicagoans to travel responsibly when they’re out on the town,” Midwest General manager for Lyft, David Katcher says. “It was important to us to work with a local brewery that cares as much about Chicago as we do, and we found an excellent partner in Baderbräu.”
Time will tell how consumers take Lyft’s new marketing tactic, and depending on its success rate, could show growth in the already expanding company.