• by Teresa Buyikian , 2 hours ago

Espolòn premium tequila is taking on ride-share company surge pricing this October with its Espolòn Fare Share program. The effort, which runs through Nov.1, gives ride-share customers 21 and over a rebate of 50% on their eligible rides, up to $25.

The promo is intended to combat the often ridiculous surge prices charged by ride share services such as Uber and Lyft, which can increase fares more than 10x the typical price during busy times, such as on Thursday, Friday and Saturday nights and on holidays such as Halloween.

“Earlier this year, we launched ‘Ride the Rooster,’ a global campaign built on the belief that great experiences are meant to be shared, not reserved for the few,” said Brian Chang, agave spirits category lead and head of consumer marketing and ecommerce at Campari America, in a release.  “Too much of today's culture is built around exclusivity, but Espolòn has always stood for bringing people together. Espolòn Fare Share brings that belief to life by taking on surge pricing, so people can focus less on the fare and more on the moments that make a great night out with friends.”

To participate in the Espolòn Fare Share, consumers must use a ride share service between 9 p.m. and 2 a.m. on Thursday, Friday or Saturday night, then upload a photo of their receipt. The brand will then cover 50% of the eligible ride cost, up to $25, paid via PayPal or Venmo following receipt verification.

The brand is promoting the Fare Share through earned media and creator partnerships, as well as through in-store bar and restaurant signage. Espolòn will also be present at various Halloween and Día de los Muertos events throughout Los Angeles, Austin, New York City, Dallas and Houston, to “make sure fans know how to skip the surge before the night gets going."