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Miller Lite Free Rides® to Celebrate 25 Years on New Year’s Eve

New Year’s Eve marks the start of the 25th year of Miller Lite Free Rides® in Milwaukee. Teaming with Milwaukee County Transit System (MCTS), Waukesha Metro Transit and Beer Capitol Distributing, Miller Lite will offer the popular safe ride program in Milwaukee and Waukesha to provide area residents and visitors an alternative transportation option to travel safely from their New Year’s Eve celebrations December 31.

“Miller Lite Free Rides is a Milwaukee tradition that has provided nearly 1.2 million rides locally since its inception 25 years ago,” said Diane Wagner, responsibility commerce manager for MillerCoors. “With great beer comes great responsibility and we encourage those ringing in the New Year in Milwaukee to again make Miller Lite Free Rides a part of their celebration and plan ahead for a safe ride home.”

Over the years, the Miller Lite Free Rides program has gained the support of state and local law enforcement, including Milwaukee County Office of the Sheriff, as well as the Wisconsin Department of Transportation. Miller Lite Free Rides has provided more than 3 million total safe rides in 10 communities since 1987.

For detailed route and schedule information, call 1-800-FREE-RIDES (1-800-373-3743), text “FREERIDES” to 90464 or visit

 WHAT:  Miller Lite Free Rides™

WHEN:  Monday, December 31, 2012

  Milwaukee: 8:00 p.m. - 4:00 a.m.

  Waukesha: 7:00 p.m. - 1:30 a.m.


WHERE: All regular MCTS routes serving Milwaukee County

    Metro routes serving Waukesha County 


  • Interviews available upon request with a MillerCoors or transit representative to share perspective on the milestone anniversary and insight on celebrating responsibly

  • Visuals of Miller Lite Free Rides branded bus

  • Program images and details available by request

About MillerCoors
Built on a foundation of great beer brands and nearly 300 years of brewing heritage, MillerCoors continues the commitment of its founders to brew the highest quality beers.  MillerCoors is the second-largest beer company in the United States, capturing nearly 30 percent of beer sales in the U.S. and Puerto Rico.  Led by two of the best-selling beers in the industry, MillerCoors has a broad portfolio of brands across every major industry segment.  The portfolio is led by the company’s premium light brands: Coors Light, Miller Lite and Miller64.  Coors Light, the World’s Most Refreshing Beer, offers consumers refreshment as cold as the Rockies.  Miller Lite established the American light beer category in 1975, offering beer drinkers a light beer that tastes like beer should.  Miller64 is 64 calories of crisp, light taste that complements a balanced lifestyle. MillerCoors brews premium beers Coors Banquet and Miller Genuine Draft, and economy brands Miller High Life and Keystone Light.  Tenth and Blake Beer Company, the MillerCoors craft and import division, imports Peroni Nastro Azzurro, Pilsner Urquell and Grolsch, and features craft brews from the Jacob Leinenkugel Brewing Company, Blue Moon Brewing Company and the Blitz-Weinhard Brewing Company.  MillerCoors operates eight major breweries in the U.S., as well as the Leinenkugel’s craft brewery in Chippewa Falls, Wisc., and two microbreweries, the Tenth Street Brewery in Milwaukee and the Blue Moon Brewing Company at Coors Field in Denver.  The MillerCoors vision is to create the best beer company in America through great people changing the way America enjoys beer. MillerCoors builds its brands the right way through brewing quality, responsible marketing and sustainable environmental and community impact.  MillerCoors is a joint venture of SABMiller plc and Molson Coors Brewing Company.  Learn more at, at or on Twitter through @MillerCoors.