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Beer lovers will have to be in one of six US cities to take advantage of this holiday program, so drink accordingly.
Here’s the deal…
When the clock strikes midnight on New Year’s Eve, revelers who’ve been power-pounding beers for hours can rest easy knowing they have a free ride home, courtesy of Coors Light and Miller Lite, assuming they’re in one of six US cities.
For 34 years, Coors Light and Miller Lite have been partnering with public transit systems to get people home safely, helping reinforce alcohol responsibility as a key pillar of the company’s mission.
“We want to make sure our consumers are going out, having a good time and celebrating with our brands, ,” says Michael Nordman, senior manager of community affairs at Molson Coors Beverage Company told Beer & Beyond, “but we also want to make sure they get home safe.”
On New Year’s Eve, Coors Light will foot the bill for a post-midnight ride home in Denver, Dallas and Phoenix, while Miller Lite will do the same in Chicago, Milwaukee and the Twin Cities.
And Molson Coors’ free ride program is not just a New Year’s Eve thing…
Molson Coors’ Free Rides program has helped get consumers home on St Patrick’s Day in Milwaukee and Minneapolis. Last April, Blue Moon Brewing Co. offered free rides in Louisville, Ky., around the Kentucky Derby.
The Molson Coors have also been active this pro football season, with free rides in Cincinnati and Minneapolis. And in October, Miller Lite helped baseball fans in Philadelphia get home safely while their team took on Houston in pro baseball’s championship series. They know how sports fans can get and want to keep them alive.
Molson Coors’ Free Rides program is one of the most visible alcohol responsibility initiatives in the US. In all, Molson Coors spent more than $1 million on its Free Rides program in 2022.
But it’s a small price to pay for an important message, Nordman added. “’Celebrate responsibly’ is not just a slogan. It’s what we believe in as a company.”
