Daily Brief:
- Espolòn Tequila is combating the surge pricing model used by popular ride-hailing platforms with a program called Espolòn Fare Share, per details shared with Marketing Dive. The move is timed to Halloween, when alcohol consumption typically sees a jump.
- The Fare Share program runs through Nov. 1 and invites consumers who use a ride-hailing service during qualifying hours to submit their receipt to the brand, which will cover 50% of the fare up to $25.
- Espolòn will amplify the effort through earned media, creator partnerships, bar and restaurant signage and at Halloween and Día de los Muertos celebrations in Los Angeles, New York City, Dallas, Houston and Austin, Texas.
Dive Insight:
Espolòn Tequila is helping consumers safely enjoy their night out with its Fare Share program, an effort designed to combat the surge pricing model used by ride-hailing platforms like Uber and Lyft that automatically raises trip fares during periods of high demand. The program is timed to Halloween, a period when alcohol consumption typically jumps as consumers attend various celebrations. Accordingly, major cities saw ride-sharing costs rise eight- to nine-times the normal fare on Halloween last year, according to data cited by the brand.
Espolòn is hoping to address the issue head-on, encouraging consumers to stay out without fear of steep prices by offering to reimburse them for a portion of their rides. The move, which is explained in greater detail on a dedicated landing page, will be amplified across multiple channels, including in-person activations around Halloween and Día de los Muertos, or Day of the Dead, that will educate consumers on the brand’s efforts.
Frustration around surge pricing has been building, with recent reports questioning what data is being used to inform such pricing. In August, the FTC proposed an enforcement policy against surveillance pricing, or the act of using personal data to set individualized prices, though popular platforms have denied engaging in such efforts. The relevance and timing of Espolòn’s program could help it grow loyalty with key audiences.
Espolòn’s latest push builds on efforts by the brand meant to encourage shared experiences. In August, the marketer launched a global campaign called “Ride the Rooster” that includes a series of spots that dramatize the brand’s stance against exclusivity. A similar focus has been taken by others in the alcohol space, including Heineken, which has promoted in-person connection through a “Fans Have More Friends” global platform and a number of novelty products.
Espolòn is part of a portfolio owned by Campari Group that also includes Aperol, Wild Turkey and Grand Marnier. The company has been an active marketer, with its namesake Campari brand in September teaming with actor Alan Cumming for the latest iteration of its “Stay Bitter” campaign.
