As Milwaukeeans prepare to bid farewell to the old year and usher in the new, Molson Coors, in partnership with the Milwaukee County Transit System (MCTS), is once again offering the Miller Lite Free Rides program on New Year's Eve. Beginning at 8 p.m. next Tuesday, revelers can enjoy free rides on all MCTS routes until the end of service, with some lines running until 4 a.m. next Wednesday, as confirmed by a FOX6 news release.
This initiative, which saw more than 9,000 rides taken last year, is aimed at ensuring that the residents of Milwaukee have a safe, reliable means of transportation during New Year's Eve festivities. Key routes such as the CONNECT 1 BRT, and the 14, 18, 21, 24, and 30 buses alongside the PURPLELINE, BLUELINE, and GREENLINE will all have extended service hours, a helpful detail for those planning their night out. In part of a broader campaign, Molson Coors has proudly boasted that nearly 1 million rides have been provided since the program's inception in 1988, as stated in a TMJ4 article.
Alison Hanrahan, community affairs manager at Molson Coors, and Kristina Hoffman, MCTS director of marketing and communications, both echoed uplifting sentiments about fostering community and enjoying safe celebratory experiences. "In collaboration with MCTS, we are looking forward to fostering community and fellowship as we ring in the New Year," Hanrahan told WISN, a sentiment mirrored by Hoffman who spoke of the excitement surrounding the event and its significance in supporting secure, fare-free travel in Milwaukee.
The substantial uptick in passenger numbers, including a 36% increase over the past three years, illustrates the growing appreciation and necessity of such services. It's a clear win-win: individuals can revel in the countdown to midnight without the worry of driving, and the broader community benefits from the heightened safety of fewer potentially impaired drivers on the road. For route planning and further details, party-goers are encouraged to visit the MCTS website, optimizing their entry into 2025 with safe passage home, as noted in the FOX6 news release.
