Lyft is getting boozy by creating its own craft beer. The brand hopes to reel in young consumers (who tell Ypulse craft beer is one of their favorite alcoholic beverages) in the Chicago metro area by offering a 60% discount on their next ride to anyone who buys Lyft’s original Five Star Lager (made in partnership with a local brewery) at bars. What’s the connection between on-demand taxis and craft beer? One Chicago Lyft exec explains they hope that the unexpected marketing will “encourage more Chicagoans to travel responsibly when they’re out on the town.” (Adweek)
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