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Millercoors Offers A Safe Transportation Alternative With New Year’s Eve Free Rides Program

16 December 2008

Milwaukee, Waukesha Transit Companies Partner with MillerCoors to Prevent Drunk Driving

MILWAUKEE, GOLDEN (December 15, 2008) - MillerCoors today announced that it is partnering with the Milwaukee County Transit System (MCTS) and Waukesha Metro to offer the MillerCoors Free RidesTM program in Milwaukee and Waukesha counties on New Year's Eve to provide a safe transportation alternative. This year, MillerCoors celebrates 21 years of offering this drunk driving prevention program, formally known as Miller Free Rides, in Milwaukee. The program has been offered for 15 years in Waukesha.

The New Year's Eve MillerCoors Free Rides program will offer free bus service starting at 8 p.m., Wednesday, Dec. 31, until the end of regular service on nearly 30 Milwaukee County Transit System routes -- with 13 of the most popular routes running as late as 4 a.m. Free bus rides will be offered on 10 Waukesha Metro routes starting at 7 p.m. until approximately 3:30 a.m. New Year's Day. 

"The MillerCoors Free Rides program reminds consumers that drunk driving is completely preventable, and is just one of the options available to ensure that those celebrating the holiday get home safely," said Kim Marotta, vice president of corporate social responsibility for MillerCoors. "Whether people take the bus, use a designated driver, call a cab or decide to stay overnight at a hotel or friend's home, planning ahead helps make the evening memorable for all the right reasons." 

MillerCoors Free Rides has successfully helped prevent drunk driving throughout its history by taking more than 1.7 million cars off the road during key holidays. The program recently received recognition from the Wisconsin chapter of Mothers Against Drunk Driving (MADD), which presented MillerCoors with an award for the community service program at its first annual statewide award ceremony in September 2008.

The program will provide service to many popular holiday destinations, including restaurants, bars, local family events and neighborhood celebrations. Route and schedule information for both transit systems is available at or by calling 1-800-FREE-RIDES (1-800-373-3743). Anyone who utilizes MillerCoors Free Rides receives an incentive called "Restaurants Rewarding Responsibility," providing coupon offers from participating area restaurants including Champp's, Chili's, Saz's, TGI Fridays and Flannery's/McGillicuddy's.

In Denver this year, MillerCoors, along with the Colorado Department of Transportation (CDOT), is providing support for similar free light rail and bus service on New Year's Eve in partnership with Regional Transportation District (RTD). This program, called Plan Ahead Colorado, also helps make roads safer on this popular holiday.

"The MillerCoors Free Rides program provides a welcome option for those who will be celebrating this holiday," said Anita Gulotta-Connelly, managing director of MCTS. "This New Year's Eve, we encourage residents to celebrate responsibly and ride the bus for a safe, free ride."

"Alternative transportation programs like MillerCoors Free Rides are wonderful for helping to keep our roads safe," said Jim Cardinal, executive director of the Wisconsin Sheriffs & Deputy Sheriff's Association. "Be smart and designate a driver or choose another way to get home safely this holiday and please don't forget to buckle up."

"We are excited to celebrate the 15th anniversary of the MillerCoors Free Rides program here in Waukesha, and encourage anyone ringing in the New Year to take advantage of this free service," said Robert Johnson, transit director of Waukesha Metro. "Let us do the driving this holiday and enjoy a safe and happy New Year celebration."

MillerCoors Free Rides Program Supporters:
Brady Street Area Association, Bluemound Road Business Advancement Association, North Water Street Tavern and Restaurant Association, East Town Association, Historic Third Ward Association, Westown Association, Beer Capitol Distributing, Wisconsin Sheriffs and Deputy Sheriffs Association, Milwaukee Mayor Tom Barrett, Milwaukee Safety Commission, Milwaukee Downtown Business Improvement District, Tavern League of Wisconsin, Wisconsin Troopers' Association, Milwaukee Police Department, Preventing Alcohol-Related Crashes (PARC) Task Force, Wisconsin State Office of MADD, Wisconsin Department of Transportation, Wisconsin Restaurant Association, IMPACT Inc. - Alcohol and other drug abuse services, Fighting Back, Inc., Waukesha County District Attorney, Waukesha County Executive's Office, Waukesha Mayor Larry Nelson, Waukesha Police Department, Waukesha County Sheriff's Department and W.O.W. Distributing.

About MillerCoors
Built on a foundation of great beer brands and more than 288 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 America, capturing nearly 30 percent of U.S. beer sales.  Led by two of the best-selling beers in the industry, MillerCoors has a broad portfolio of highly complementary brands across every major industry segment.  Miller Lite is the great tasting beer that established the American light beer category in 1975, and Coors Light is the brand that introduced consumers to refreshment as cold as the Rockies. MillerCoors brews full-calorie beers Coors Banquet and Miller Genuine Draft; and economy brands Miller High Life and Keystone Light.  The company also imports Peroni, Pilsner Urquell and Molson Canadian and offers innovative products such as Miller Chill and the Sparks line of caffeinated alcohol beverages.  MillerCoors features craft brews from the Jacob Leinenkugel 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, WI and two microbreweries, the Leinenkugel's 10th Street Brewery in Milwaukee and the Blue Moon Brewing Company at Coors Field in Denver.  MillerCoors vision is to become the best beer company in America by driving profitable industry growth.  MillerCoors insists on building its brands the right way through brewing quality, responsible marketing and environmental and community impact.  MillerCoors is a joint venture of SABMiller plc and Molson Coors Brewing Company.

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