Lyft Teams up with Baderbrau
As you might expect, Lyft has reams of data about its customers’ ride-sharing habits — who is calling rides, where and when. That data led to an unlikely avenue to try connecting with its audience at a deeper level: beer.
Starting next week, the nation’s second-largest ride sharing company will team up with Chicago’s Baderbrau Brewing on Five Star Lager, a brand both companies envision drinkers reaching for at the end of an evening out — just about the time they’re deciding how to get home.
The partnership achieves a longtime goal for Lyft of getting inside bars. Though centered initially in Chicago, the initiative could expand to other cities.
Five Star Lager will be available only in bars and only in 12-ounce cans, each of which will feature a discount code for as much as $5 off a Lyft ride. The beer is in fact a rebranded version of one of Baderbrau’s easiest-drinking beers, South Side Pride, a crisp helles lager.