MillerCoors Activates Free Ride Programs this Holiday Season

MillerCoors is celebrating the holiday season with a series of programs and partnerships to help prevent drunk driving and encourage consumers to plan ahead for a safe celebration. The company will launch its signature Miller Lite Free Rides™ program in five cities on New Year’s Eve and urges consumers nationwide to never drive drunk.

“We believe there is no greater responsibility than ensuring our great beers are consumed responsibly, and encourage consumers to plan ahead for a safe celebration and never drive drunk,” said Kim Marotta, vice president of corporate social responsibility for MillerCoors. “Whether they choose alternative transportation, designate a driver or stay overnight at a hotel or friend’s home, there is always a better option than driving drunk.”

Miller Lite Free Rides, which offers free public transportation during key holidays, will be offered on New Year’s Eve in Chicago, Milwaukee/Waukesha and Madison, Wisconsin, and for the first time ever in Baltimore. In 2010 alone the Miller Lite Free Rides program has been offered in 13 cities to 354,169 riders, at different events such as the Kentucky Derby and St. Patrick’s Day, among others across the country. In its 23-year history, Free Rides has provided more than 2.4 million safe rides, helping to keep the holidays enjoyable.

In addition, MillerCoors is implementing a number of programs nationwide to provide alternative transportation:

• 1-800-TAXICAB, a national taxi dispatch service, reminds people there is always an alternative to driving drunk. Locating a cab is easy – no matter where you’re located; dial the toll free number and you will automatically be connected with a local-area taxi company.

• In partnership with the Denver Regional Transportation District (RTD) and Colorado Department of Transportation, MillerCoors is providing free rides on New Year’s Eve throughout the Denver metro area. 

• Cab vouchers are being offered in more than 30 markets to help encourage consumers to choose alternative transportation rather than drive under the influence, including in Denver, Colorado Springs and Ft. Collins.

• Take the pledge at www.GreatBeerGreatResponsibility.com to prevent drunk driving and join MillerCoors “One Million Strong” effort. Legal-aged consumers can also share their plan to celebrate the holidays responsibly and be entered to win one of four gift cards valued at $500 to put towards that plan.

MillerCoors believes that with great beer, comes great responsibility. To find out more about the company’s alcohol responsibility initiatives, visit www.GreatBeerGreatResponsibility.com