Molson Coors Beverage Company
Press Release

Ring in the New Year with Miller Lite Free Rides® on MCTS

Miller Lite Celebrates 30 Years of Free Rides on New Year’s Eve

By - Dec 14th, 2017 12:10 pm

MILWAUKEE, WI (December 14, 2017) – For the 30th year, Miller Brewing Co. is helping consumers enjoy New Year’s Eve responsibly by offering Miller Lite Free Rides nationwide. Since its inception, the Free Rides program has provided more than 5.5 million people with a safe ride home and has been an important part of MillerCoors commitment to preventing drunk driving.

The Original Light Beer is once again teaming up with the Milwaukee County Transit Systems (MCTS) and Beer Capitol Distributing to help Milwaukee residents and visitors celebrate New Year’s Eve safely. Miller Lite Free Rides® will be available on all MCTS bus routes Sunday, December 31, beginning at 8 p.m. until end of service. 

“Miller Lite is proud to call Milwaukee home and proud to be the birthplace of Free Rides, which helps Milwaukee residents, visitors and people across the country celebrate New Year’s Eve safely and responsibly,” said Jim Kanter, Wisconsin General Manager for MillerCoors. “Through continued partnerships with MCTS and Beer Capitol Distributing, we’ve been able to bring the Free Rides program to Milwaukee for 30 years.”

Miller Lite Free Rides has provided more than 500,000 people in the Milwaukee region with safe, alternative transportation on holidays and during local events.

“We’re pleased to celebrate 30 years of partnering with Miller Lite to help our community ring in the New Year responsibly,” said Chris Abele, Milwaukee County Executive. “With 60 routes and 5,500 stops MCTS is the perfect designated driver to get you to and from home safely.”

 As part of the 2025 Global Goals MillerCoors developed in partnership with Molson Coors, MillerCoors aims to implement impactful programs to prevent drunk driving in every market where beer is sold. Designated driver and safe ride programs like Miller Lite Free Rides are critical components of meeting that goal.

“Beer Capitol Distributing has been part of the Milwaukee community for more than 80 years, and we’re excited to continue our tradition of support with Miller Lite and MCTS to offer consumers safe and convenient transportation alternatives to driving on New Year’s Eve,” said David Neville, President at Beer Capitol Distributing.

Free Rides will also be offered on New Year’s Eve in Chicago, Dallas, Denver, Minneapolis and St. Paul, MN and Phoenix. For more information, visit

About MillerCoors

Through its diverse collection of storied breweries, MillerCoors brings American beer drinkers an unmatched selection of the highest quality beers, flavored malt beverages and ciders, steeped in centuries of brewing heritage. Miller Brewing Company and Coors Brewing Company brew national favorites such as Miller Lite, Miller High Life, Coors Light and Coors Banquet. MillerCoors also proudly offers beers such as Leinenkugel’s Summer Shandy from sixth-generation Jacob Leinenkugel Brewing Company, and Blue Moon Belgian White from modern craft pioneer Blue Moon Brewing Company, founded in 1995. Beyond beer, MillerCoors operates Crispin Cider Company, an artisanal maker of pear and apple ciders using fresh-pressed American juice, and offers pioneering brands such as the Redd’s franchise, Smith & Forge Hard Cider and Henry’s Hard Sodas. Tenth and Blake Beer Company, our craft and import division, is the home to craft brewers Hop Valley Brewing, Revolver Brewing, Saint Archer Brewing Company and the Terrapin Beer Company. Tenth and Blake also imports world-renowned beers such as Italy’s Peroni Nastro Azzurro, the Czech Republic’s Pilsner Urquell and the Netherlands’ Grolsch. MillerCoors, the U.S. business unit of the Molson Coors Brewing Company, has an uncompromising dedication to quality, a keen focus on innovation and a deep commitment to sustainability. Learn more at, at or on Twitter at @MillerCoors.

Mentioned in This Press Release


Recent Press Releases by Molson Coors Beverage Company

“Holiday Lites” Returns to Brighten the Miller Valley

Drive-through format provides a safe, socially distanced way to enjoy the holiday tradition

Miller Lite and MCTS Offer Free Rides Ahead of St. Patrick’s Day

Miller Lite Free rides will be available on all MCTS bus routes Saturday, March 16, from 6 p.m. until the end of regular service.

Miller Lite® Helps new Year’s Eve Partygoers Celebrate Responsibly® with Free Rides on MCTS

Miller Lite® Rings in the New Year by Providing Free and Safe Rides on all MCTS Bus Routes

Leave a Reply

You must be an Urban Milwaukee member to leave a comment. Membership, which includes a host of perks, including an ad-free website, tickets to marquee events like Summerfest, the Wisconsin State Fair and the Florentine Opera, a better photo browser and access to members-only, behind-the-scenes tours, starts at $9/month. Learn more.

Join now and cancel anytime.

If you are an existing member, sign-in to leave a comment.

Have questions? Need to report an error? Contact Us