Molson Coors to Offer Safe Rides on New Year’s Eve Across Seven Major U.S. Cities

PRESS RELEASE posted by Molson Coors Beverage Company

Dec. 18, 2024 at 3:45 pm

Supplier & Service Provider Beer Companies

CHICAGO – Dec. 13, 2024 – As the nation prepares for the holiday season and new year, Molson Coors Beverage Company is helping Americans celebrate responsibly in seven major U.S. cities with complimentary mass transit rides through the company’s long-standing New Year’s Eve Free Rides program.

Residents and visitors in Charlotte; Chicago; Dallas; Denver; Milwaukee; Phoenix; and Washington, D.C. (a new addition to the program in 2024) can take advantage of fare-free rides from Tuesday, Dec. 31 to Wednesday, Jan. 1.

“To ensure that those celebrating have a reliable ride, we are excited to partner with transit agencies across the country and activate our Free Rides program once again this New Year’s Eve,” said Alison Hanrahan, community affairs manager, Molson Coors. “At 8 million rides and counting, we are looking forward to playing our part in creating a safe and festive New Year.”

The Free Rides program, which began in 1988, has long underscored Molson Coors’ mission to promote responsible celebration. Last year, the New Year’s Eve Free Rides program saw its highest ridership yet, with 200,000 people taking advantage of complimentary transit when celebrating the new year.

Over the past three years, the New Year’s Eve program has experienced a 36% increase in ridership (the overall Free Rides program, which is activated several times throughout the year, has grown by 62% during the last three years). Molson Coors activates the Free Rides program with different brands in each market depending on local consumer affinity, with Coors Light and Miller Lite leading the way.

“Our ongoing partnership with Miller Lite to provide free rides on MCTS on New Year’s Eve is one of the highlights of our year,” said Kristina Hoffman, director of marketing and communications for the Milwaukee County Transit System, which is Molson Coors’ longest-standing partner in the Free Rides program. “It’s a great way to fully enjoy the festivities, with a fare-free ride around Milwaukee, the hometown of Miller Lite."

The program continues to grow and evolve, expanding to Charlotte last year and Washington, D.C. this year. Additional expansion is planned for the future.

“Metro and Miller Lite are teaming up to help the DMV region celebrate the new year responsibly,” said Sarah Meyer, Metro's chief experience and engagement officer. “Whether you're heading to fireworks in Alexandria, parties in the District, events at National Harbor or just visiting your favorite neighborhood spots, we’ll get you there safely and fare-free.”

The New Year’s Eve Free Rides program marks the finale of this year’s Free Rides initiative, with more planned in 2025. In 2024, Molson Coors has sponsored Free Rides in a total of 10 cities across the U.S. for events that have included St. Patrick’s Day and various sporting events.

Those joining in the New Year’s Eve festivities are encouraged to plan ahead for a free ride to or from their celebrations. Riders can visit their local public transit website to review routes and arrange transportation before the celebrations begin. Exact times and routes vary by city.

About Molson Coors Beverage Company

For more than two centuries, Molson Coors has brewed beverages that unite people to celebrate all life's moments. From our core power brands Coors Light, Miller Lite, Coors Banquet, Molson Canadian, Carling and Ozujsko to our above premium brands including Madri Excepcional, Staropramen, Blue Moon Belgian White and Leinenkugel's Summer Shandy, to our economy and value brands like Miller High Life and Keystone Light, we produce many beloved and iconic beers. While Molson Coors’ history is rooted in beer, we offer a modern portfolio that expands beyond the beer aisle as well, including flavored beverages like Vizzy Hard Seltzer, spirits like Five Trail whiskey and non-alcoholic beverages like ZOA Energy. As a business, our ambition is to be the first choice for our people, our consumers and our customers, and our success depends on our ability to make our products available to meet a wide range of consumer segments and occasions.

Molson Coors Beverage Company is a publicly traded company that operates through its Americas and EMEA&APAC reporting segments and is traded on the New York Stock Exchange and Toronto Stock Exchange. To learn more about Molson Coors Beverage Company, visit molsoncoors.com.

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