Molson Coors promotes responsibility, offers New Year’s Eve free rides in U.S. and Canadian cities

From Molson Coors:

The company’s Free Rides program has offered more than 8 million free transit rides since 1988 to help Americans reach destinations safely; over 60% ridership increase in past three years

CHICAGO, IL  – 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 Ožujsko 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.

From Miller Coors &  Nick Kindelsperger,

✓ Coors Light and Miller Lite will provide free public transit rides on New Year’s Eve in Charlotte, Chicago, Dallas, Denver, Milwaukee, Phoenix and Washington D.C.  
✓ This long-running program promotes alcohol responsibility for 21+ consumers 
✓ The company is also offering free rides in Halifax, Nova Scotia every Saturday in Dec. 

No matter how you plan to celebrate New Year’s Eve this year, Molson Coors wants to help its fans do so responsibly. To make that easier, Coors Light and Miller Lite are sponsoring free public transit rides in seven U.S. cities, including for the first time in many years, Washington D.C.  

On Dec. 31 and into the early morning of Jan. 1, Coors Light will cover rides in Dallas, Denver and Phoenix, while Miller Lite will do the same in Charlotte, Chicago, Milwaukee and Washington D.C. 

This marks the 36th year that Molson Coors’ brands have offered free rides on New Year’s Eve in cities across the U.S. That’s millions of free rides since 1988. In fact, this year the company expects to cross 9 million free rides since the program began. 

Community affairs manager Alison Hanrahan says the program showcases how Molson Coors prioritizes alcohol responsibility.

“This program helps people celebrate responsibly, providing them a way to get home safely,” she says. “We are proud to be able to provide free rides in these markets for our consumers and our employees.” 

To help spread the word, ads for the free rides will show up in the seven cities’ public transit systems soon. 

“You’ll see bus wraps and train wraps to help get the messaging out there,” says Hanrahan. “We try to get this in the market leading up to New Year’s Eve, so people can plan accordingly and integrate it into their holiday celebrations.” 

Free through the year

Hanrahan notes that New Year’s Eve isn’t the only time that Molson Coors sponsors free rides for consumers. 

“We offer free rides throughout the year, including on key holidays like St. Patrick’s Day,” says Hanrahan. “We also offer a number of free rides with our pro baseball, basketball and football alliance partners.” 

For the first time, Coors Light is also sponsoring free transit rides in Halifax, Nova Scotia every Saturday in December from 6 p.m. AST until the end of service.  

President of Molson Coors Canada Chantalle Butler says this is another example of how the company looks to be a positive partner in local communities. "This partnership underscores our commitment to promoting responsible enjoyment of our products, and we are proud to collaborate alongside our partners to help enhance road safety in Halifax," she says. 

Free Ride Programs across the U.S.

Check out the list below to see all the American cities where Molson Coors will offer free New Year’s Eve rides on Dec. 31 into Jan. 1.  

Charlotte 

• Time: 5 a.m. to 2 a.m.  
• Charlotte Area Transit System’s (CATS): bus, light rail and streetcar network 

Chicago 

• Time: 10 p.m. to 4 a.m.  
• Chicago Transit Authority (CTA): train and bus lines

Dallas 

• Time: 6 p.m. to end of service  
• Dallas Area Rapid Transit (DART): bus, rail, TRE commuter rail service, GoLink and paratransit service routes up to and including CentrePort rail station 

Denver 

• Time: 7 p.m. to 7 a.m.  
• Regional Transportation District (RTD): bus and rail lines

Milwaukee 

• Time: 8 p.m. to 4 a.m. 
• Milwaukee County Transit System (MCTS): buses and rapid transit line

Phoenix 

• Time: 7 p.m. to 2 a.m. or end of service 
• Valley Metro Regional Public Transportation Authority: bus and rail lines. 

Washington D.C 

• Time: 11 p.m. to 1:59 a.m.  
• Washington Metropolitan Area Transit Authority: rail, bus and paratransit