Miller Brewing Co. is offering free rides for New Year’s Eve revelers in Milwaukee – and beyond – for the 32nd straight year.
The program has now expanded to include 28 communities across America.
On Dec. 31 this year in Milwaukee, Miller will offer free rides on Milwaukee County Transit System buses beginning at 8 p.m. until the end of service.
Some lines – Green, Blue, Purple, 14, 15, 19 and 30 – will run until 4 a.m.
GoldLine service will run to Brookfield Square Mall until 3 a.m., Route 14 will extend the service to 74th and Holmes and the 19 will extend service only on South 13th Street.
Launched in Milwaukee in 1987, Miller Lite Free Rides is now offered in cities like Chicago, Dallas, Denver, Minneapolis/St. Paul, Phoenix and Brew City, among others.
In its first 31 years, the Miller Lite Free Rides partnership with transit systems around the country has provided safe passage home to more than 6.7 million people. That includes more than 553,000 in the Milwaukee area alone.
"The longstanding Miller Lite Free Rides have become an integral part of Milwaukee’s ability to celebrate the New Year responsibly," said Chris Abele, Milwaukee County Executive, in a statement. "Any and all folks heading out to ring in the new year can count on MCTS to be their designated driver."
"Miller Lite believes in making a difference in its hometown market of Milwaukee by helping people Celebrate Responsibly," said Diane Wagner, alcohol responsibility manager for MillerCoors, in a release.
"Partnering with MCTS and Beer Capital Distributing allows us to provide Milwaukeeans options to get home safely and reduce drunk driving."
The program is co-sponsored by MCTS and Beer Capitol Distributing.
"Providing beer drinkers free, safe and convenient transportation on New Year’s Eve in partnership with Miller Lite and MCTS continues to be an impactful way to kick off the New Year by helping the community celebrate responsibly," said David Neville, president at Beer Capitol Distributing.
For more information, visit MillerLiteFreeRides.com.
Born in Brooklyn, N.Y., where he lived until he was 17, Bobby received his BA-Mass Communications from UWM in 1989 and has lived in Walker's Point, Bay View, Enderis Park, South Milwaukee and on the East Side.
He has published three non-fiction books in Italy – including one about an event in Milwaukee history, which was published in the U.S. in autumn 2010. Four more books, all about Milwaukee, have been published by The History Press.
With his most recent band, The Yell Leaders, Bobby released four LPs and had a songs featured in episodes of TV's "Party of Five" and "Dawson's Creek," and films in Japan, South America and the U.S. The Yell Leaders were named the best unsigned band in their region by VH-1 as part of its Rock Across America 1998 Tour. Most recently, the band contributed tracks to a UK vinyl/CD tribute to the Redskins and collaborated on a track with Italian novelist Enrico Remmert.
He's produced three installments of the "OMCD" series of local music compilations for OnMilwaukee.com and in 2007 produced a CD of Italian music and poetry.
In 2005, he was awarded the City of Asti's (Italy) Journalism Prize for his work focusing on that area. He has also won awards from the Milwaukee Press Club.
He can be heard weekly on 88Nine Radio Milwaukee talking about his "Urban Spelunking" series of stories.