Molson Coors’ Free Rides returns to Milwaukee for New Year’s Eve in partnership with Milwaukee County Transit System
Approaching 10 million rides provided nationwide since the program’s inception, the company and its brands, including Coors Light, Miller Lite and Miller High Life, continue their long-standing commitment to helping Americans get home safely
MILWAUKEE – Dec. 10, 2025 – As revelers prepare to ring in 2026, Molson Coors Beverage Company is teaming up with Milwaukee County Transit System (MCTS) to offer fare-free rides on New Year’s Eve through Molson Coors’ long-time Free Rides program.
From 8 p.m. on Wednesday, Dec. 31 to the end of the regular service on all routes, Molson Coors will help Milwaukee residents and visitors celebrate responsibly by offering complimentary rides on MCTS. Extended service will be available on several major routes until 4 a.m., Thursday, Jan. 1:
• CONNECT 1 BRT – Entire route (Watertown Plank Park & Ride to Couture)
• 14 – Entire route (Bayshore to 17th and Wisconsin Avenue)
• 18 – Broadway and Knapp to 121st and Greenfield
• 21 – Mayfair Mall to North Avenue and Water Tower
• 24 – Entire route (MCTS Admin Building to Southridge)
• 30 – Entire route (Teutonia and Florist to UWM via both branches, Maryland and Downer)
• PURPLELINE – Entire route (Bayshore to Franklin Walmart)
• BLUELINE – Entire route (76th and Mill to 5th and Clybourn)
• GREENLINE – Entire route (Bayshore to Airport)
“At Molson Coors, we’re all about celebrating life’s moments, and celebrating them responsibly. This year carries extra significance as Miller Lite celebrates its 50th anniversary, a milestone that reminds us how long our brands have been part of the special moments that bring people together,” said Alison Hanrahan, community affairs manager, Molson Coors. “MCTS is an integral part of how Milwaukee stays connected, and we’re proud to partner with them once again to help people get home safely this New Year’s Eve.”
Now in its 37th year, the Free Rides program brings Molson Coors’ mission of alcohol responsibility and community connection to life by partnering with local transit agencies nationwide. Since launching in 1988, the initiative is approaching 10 million free rides provided across the country, including over 440,000 rides in 2024. Not only was 2024 the program’s highest ridership year yet, but total ridership has increased 24% since 2023.
“To continue to provide Milwaukeeans with transportation they can trust, MCTS is once again teaming up with Miller Lite to offer free rides across the county on New Year’s Eve,” said MCTS President and CEO Steve Fuentes. “Locals and visitors alike can count on MCTS for a safe and reliable free ride to start the year off right. Whether you’re celebrating in the heart of Cream City or taking in the nightlife at any one of the county’s 19 municipalities, MCTS will get you there safely to bring in the new year!”
Through partnerships with local public transit, Molson Coors is also offering fare-free rides on New Year’s Eve for celebrators in Charlotte, Chicago, Dallas, Denver, Phoenix and Washington, D.C. In Milwaukee, the Free Rides program is presented by Miller Lite.
The New Year’s Eve Free Rides program closes out another year of Molson Coors’ Free Rides initiative. Throughout 2025, the company sponsored Free Rides in cities across the U.S. for major celebrations such as St. Patrick’s Day and professional sporting events, with plans to continue into 2026.
Those planning to ring in 2026 with New Year’s Eve festivities are encouraged to plan ahead for a free ride to or from their celebrations. Milwaukeeans can view routes and map out their free ride on MCTS, courtesy of Miller Lite, by visiting ridemcts.com.
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