Uber and the Arizona Craft Brewers Guild recently established a partnership effort to promote responsible consumption of alcohol and safe driving following drinking events.

Uber will be a part of the Arizona Craft Brewers Guild's 2016 events, such as the Arizona Strong Beer Festival and the Baja Oktoberfest, and will give discounts to attendees and offer free rides to newcomers of the ridesharing service.

Arizona Craft Brewers Guild Director Rob Fullmer said the partnership, which had been unofficial, is a practical and beneficial decision for all involved.

“Uber is a great resource for our state’s craft beer drinkers, and we’re looking forward to working together to encourage safe drinking,” Fullmer said.

Steve Thompson, Uber's Arizona general manager, said the ridesharing service is dedicated to providing reliable transportation options to individuals across the Grand Canyon state to ensure riders get home safely.