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Lyft is the Latest Brand to Take on the Brand Extension With Their “Five Star Lager”

by Natalie Mouradian on 03/06/2018 | 3 Minute Read

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Lyft is the newest company to dabble in brand extensions by releasing their own range of craft beer. Earlier this year, the company teamed up with Chicago’s Baderbrau Brewing to create their Five Star Lager in an attempt to promote their services as a safe way for people to get home after a night out on the town.

“The partnership achieves a longtime goal for Lyft of getting inside bars. Though centered initially in Chicago, the initiative could expand to other cities.

‘We know through data that nightlife is one of our largest business segments, especially going out on a Friday or Saturday night,’ said David Katcher, general manager for Lyft in the Midwest. ‘Harder (to understand) is the psychology of how they decide to get home and when they decide to make that happen. That’s a little more art than science.’

Beer — an art-meets-science unto itself — seemed like just the tool to help, he said.”

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“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.

The hope, Baderbrau co-founder Rob Sama said, is that bar goers will be inclined to end evenings with an easy-drinking palate cleanser such as Five Star. And while drinking it, a customer will enter the discount code into the Lyft app and get a discounted ride to their next stop.”
 

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“Lyft has committed to a run of 1,000 cases — 24,000 cans — of Five Star Lager before evaluating the effort. Katcher declined to describe the financial details of the partnership. Sama said he envisions Five Star Lager penetrating the kinds of sports bars where craft is still fairly rare. That’s why they decided to use Baderbrau’s easiest-drinking beer for the project. ‘For the guy drinking a Miller Lite or PBR the shift isn’t that dramatic,’ Sama said.”

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“Five Star’s discount offers 40 to 60 percent off a Lyft ride up to $5. The code expires within seven days, and is usable only on ‘classic’ Lyft rides — not the carpooling Lyft Line service or Lyft Plus, which employs larger vehicles.

‘We’re just focused on getting this out there in Chicago and we’ll see how it goes,’ Katcher said.”

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