Milwaukee tradition continues: Miller Lite Free Rides program offers complimentary transportation on New Year’s Eve

Molson Coors extends its 35-year commitment to responsible celebrations into 2024

MILWAUKEE – Dec. 12, 2023 – As anticipation builds for the countdown to midnight, Molson Coors is helping Milwaukee residents celebrate the holiday season by offering complimentary mass transit on New Year’s Eve through its 2023 Miller Lite Free Rides program. Partnering with Milwaukee County Transit System (MCTS), residents can enjoy fare-free rides on Sunday, Dec. 31 from 8 p.m. to 4 a.m. on Monday, Jan. 1. Rides will be available on the following routes:

• 14 – entire route
• 18 – Broadway and Knapp to National and 79th
• 21- entire route
• 24 – entire route
• 30 – entire route
• PURPLELINE – Bayshore to 27th and Loomis
• BLUELINE – 5th and Clybourn to Fond du Lac and Constance
• GREENLINE – entire route

“As we embrace the new year, Molson Coors remains committed to championing alcohol responsibility in the communities it serves. It’s an honor to contribute to the night’s festivities across Milwaukee and welcome in 2024 together,” said Alison Hanrahan, community affairs manager, Molson Coors. “By partnering with MCTS, our hope is to not only provide free rides, but to foster a sense of community and responsibility as we collectively celebrate this new chapter.”

Since its inception in 1988, the Free Rides program has been a cornerstone of Molson Coors’ commitment to promoting responsible celebrations. Through collaborative efforts with local mass transit, the program has extended fare-free rides to more than 8 million individuals across the U.S. During last year’s New Year’s Eve Free Rides in Milwaukee, more than 3,000 individuals took advantage of complimentary transit to welcome in the new year.

“We look forward to collaborating with Molson Coors every holiday season to provide our community with the gift of free rides during the New Year’s festivities,” said Kristina Hoffman, MCTS director of marketing and communications. “Through this collaboration, we are not only providing transportation; we are creating opportunities for unforgettable memories with friends and family.”

The New Year’s Eve Free Rides program concludes this year’s annual Free Rides initiative. This year, the program was offered in nine cities over the course of five events including St. Patrick’s Day, major holidays and professional sporting events. Molson Coors has expanded the Free Rides program over the past two years, providing increased access to free transportation options and reinforcing the company’s commitment to the communities it serves.

In addition to Milwaukee, Molson Coors will offer fare-free rides on New Year’s Eve to residents in Charlotte, Chicago, Dallas, Denver, Phoenix and Minneapolis-St. Paul. Milwaukee residents are encouraged to plan their free ride before the countdown to midnight begins. Riders can visit to review transit routes and make arrangements for their journey into 2024.

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