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.’
