• by Erik Oster , December 27, 2023

Molson Coors is helping provide an easy way for New Year’s Eve revelers in seven cities to get home safe.

With the last program in its Free Rides initiative for 2023, the company is collaborating with local public transit systems in Charlotte, North Carolina; Chicago, Dallas, Denver, Milwaukee, Phoenix and Minneapolis-St. Paul, to provide fare-free rides on New Year’s Eve, giving drinkers in each city an easy way to pursue responsible transportation on a night notorious for drunk driving.

“As we embrace the new year, Molson Coors remains committed to championing alcohol responsibility in the communities it serves,” Molson Coors Community Affairs Manager Alison Hanrahan said in a statement. “By partnering with local transit systems, our hope is to not only provide free rides, but to foster a sense of community and responsibility as we collectively celebrate this new chapter.”

Molson Coors is encouraging drinkers to plan around their free transportation well before the midnight countdown to 2024, and while promoting the upcoming program, including with messaging on public buses – including at events in Charlotte, Dallas, and Milwaukee. Revelers in participating cities can visit local public transit website to review routes and make arrangements ahead of Dec. 31.

The New Year’s Eve program caps off a year in which Molson Coors offered “Free Rides” in nine cities over the course of five events in 2023, including another day strongly associated with alcohol, St. Patrick’s Day, other major holidays, and at professional sports events.

Molson Coors has expanded its Free Rides initiative over the course of the past two years, providing fare-free rides to over 8 million people across the U.S. since its inception in 1988, according to the company. The company also touted a big impact from last year’s New Year’s Eve program, claiming over 170,000 revelers ringing in 2023 made use of the complimentary public transit provided.

As Molson Coors looks ahead to 2024, the company is providing other ways to celebrate responsibly, including the recent introduction of a non-alcoholic version of Blue Moon ahead of Dry January and a broader Blue Moon brand refresh in 2024.