Espolòn Tequila will reimburse consumers for half of their Halloween ride-hailing fares — up to $25 per trip — through a new program called Espolòn Fare Share, per details shared with Marketing Dive.

The push runs through Nov. 1 and targets seasonal demand spikes. Major U.S. cities saw Uber and Lyft prices climb eight- to nine-times the normal fare on last Halloween, according to data the brand cited.

What does the program cover?

Consumers who use a ride-hailing service during qualifying hours can submit a receipt to Espolòn for 50% back, capped at $25. The brand published a dedicated landing page on espolontequila.com that walks through the steps and eligibility rules.

Espolòn will amplify the effort across earned media, creator partnerships, and bar and restaurant signage. In-person activations will run around Halloween and Día de los Muertos in five markets: Los Angeles, New York City, Dallas, Houston, and Austin, Texas.

Why the Halloween timing?

Industry data cited by the brand — drawn from SCRAM Systems research — shows drinking goes up 25% on Halloween weekend. That seasonal jump, Espolòn argues, makes surge pricing a near certainty in major metros.

The campaign extends Espolòn's broader play against exclusivity-driven marketing. In August, the brand launched a global platform called "Ride the Rooster" with spots dramatizing its stance against exclusivity.

Heineken has taken a similar approach with its "Fans Have More Friends" global platform, which uses novelty products and shared-music experiences to push in-person connection.

What regulatory tailwind is the brand catching?

Frustration with ride-hailing pricing has been building for months. Consumer Reports recently questioned what data platforms use to set individualized fares, including potential fake discounts.

In August 2026, the FTC proposed an enforcement policy against surveillance pricing — the practice of using personal data to set personalized prices. Uber and Lyft have denied engaging in such behavior.

Fare Share lands in that contentious window, offering consumers a cash-back cushion while spotlighting the issue. The timing could help Espolòn build loyalty with consumers priced out of peak holiday nights.

What's the bigger brand context?

Espolòn sits inside Campari Group's portfolio, alongside Aperol, Wild Turkey, and Grand Marnier. The holding company has been an active marketer in 2026.

In September, the namesake Campari brand paired with actor Alan Cumming for the latest iteration of its "Stay Bitter" campaign, a classic ad updated to serve Negronis.

The Halloween activation follows the August debut of "Ride the Rooster," signaling sustained fourth-quarter investment in shared-experience marketing aimed at drinkers priced out of surge-pricing windows.