Espolòn Will Cover Your Surge-Priced Uber Home This Halloween

Espolòn Tequila is rolling out "Fare Share," a Halloween-season promotion that refunds 50% of a surge-priced rideshare fare, up to $25, for anyone who submits a receipt before the program ends on November 1. The brand points to data showing rideshare fares in major cities spiked eight to nine times their normal rate on Halloween night last year, which happens to be one of the heaviest drinking nights of the year.

The campaign leans into a genuinely sympathetic villain: surge pricing, which the FTC proposed cracking down on back in August even as ride-hailing platforms deny doing anything shady. Espolòn, owned by Campari Group and fresh off its "Ride the Rooster" global campaign launch in August, is backing Fare Share with creator partnerships, bar and restaurant signage, and in-person activations at Halloween and Día de los Muertos events in Los Angeles, New York, Dallas, Houston, and Austin.

It's a tidy piece of positioning: a tequila brand paying people to get home safely is the rare alcohol marketing move that reads as a public service announcement and a receipt-triggered loyalty program at the same time, which is exactly the kind of borrowed goodwill that's cheaper to buy than another round of Super Bowl ads.

Source: Marketing Dive

Kyle Duford, Founder & Editor, BRNDWIRE. More from Kyle →