Miller Lite providing free rides on New Year’s Eve

MillerCoors Milwaukee brewery
The MillerCoors brewery in Milwaukee.

Last updated on July 3rd, 2019 at 07:24 pm

MillerCoors will again be offering its Miller Lite Free Rides program in Milwaukee on New Year’s Eve to provide safe transportation to those ringing in 2016.

MillerCoors Milwaukee brewery
The MillerCoors brewery in Milwaukee.

The complimentary transportation, in partnership with Beer Capitol Distributing and Milwaukee County Transit System, will be provided on all MCTS bus routes starting at 8 p.m. on Thursday. Thirteen of the routes will offer extended service until 4 a.m., and the others will run until the usual end of service. More information about the schedules is available by calling 1-800-FREE-RIDES, by texting “free rides” to 90464, or by visiting

MillerCoors, which is headquartered in Chicago but brews a large portion of its products in Milwaukee, started its Free Rides program in Milwaukee in 1987 to prevent drunk driving and help people travel safely during holidays and special events. It has since provided more than 1 million rides in the Milwaukee area, and more than 5 million in other cities across the country.

Among the other cities included in the Free Rides program this year are Madison and Green Bay; Chicago; Duluth and the Twin Cities, Minn.; Dallas; Denver; Nashville; and Phoenix.

“Milwaukee is home to our first Free Rides program, and it is a tradition we are proud to continue with MCTS,” said Diane Wagner, responsibility commerce manager at MillerCoors. “Working together with MCTS and Beer Capitol Distributing, we will ensure people will have a great time this New Year’s Eve and get home safely.”

“We’ve partnered with Miller Lite to make sure our community celebrates the holiday safely for nearly 30 years,” said Milwaukee County executive Chris Abele. “We encourage everyone who is going out on New Year’s Eve to leave their keys at home and let MCTS be their designated driver.”

“Beer Capitol Distributing has been a part of the Milwaukee community for more than 80 years, and we’re proud to continue to support Miller Lite and MCTS to provide this important service to our consumers,” said Aldo Madrigrano, chief executive officer at Beer Capitol Distributing.

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Molly Dill, former BizTimes Milwaukee managing editor.

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