Molson Coors to offer safe rides on New Year’s Eve across Milwaukee through partnership with Milwaukee County Transit System
Press Release
December 19, 2024
Molson Coors to offer safe rides on New Year’s Eve across Milwaukee through partnership with Milwaukee County Transit System
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
MILWAUKEE – Dec. 19, 2024 – As the nation prepares for the holiday season and new year, Molson Coors Beverage Company is helping Americans celebrate responsibly in Milwaukee with complimentary Milwaukee County Transit System (MCTS) rides through the company’s long-standing New Year’s Eve Free Rides program.
Thanks to a partnership with MCTS, residents and visitors in Milwaukee can take advantage of fare-free rides from 8 p.m. on Tuesday, Dec. 31 until the end of service on all routes. Service on the following popular routes will be extended to 4 a.m. on Wednesday, Jan. 1:
- CONNECT 1 BRT
- 14 – Entire route
- 18 – Broadway and Knapp to 121st and Greenfield
- 21 – Mayfair Mall to North Avenue and Water Tower
- 24 – MCTS Admin Building to Southridge
- 30 – Entire route, both branches
- PURPLELINE – Bayshore to Franklin Walmart
- BLUELINE – Fifth and Clybourn to Fond du Lac and Constance (Hampton)
- GREENLINE – Entire route
“To ensure that those celebrating in Milwaukee have a reliable ride, we are excited to activate the Free Rides program once again across the U.S. this New Year’s Eve,” said Alison Hanrahan, community affairs manager, Molson Coors. “In collaboration with MCTS, we are looking forward to fostering community and fellowship as we ring in the 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 has grown by 62% during the last three years). The program continues to grow and evolve, expanding to Charlotte last year and Washington, D.C. this year.
“Our ongoing partnership with Miller Lite on New Year’s Eve is one of the highlights of our year,” said Kristina Hoffman, MCTS director of marketing and communications. “It’s a great way to fully enjoy the festivities with a fare-free ride around Milwaukee, the hometown of Miller Lite.”
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.
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 also sponsored Free Rides in 10 cities across the U.S. for events such as 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 the MCTS website to review routes and arrange transportation before the celebrations begin.
