“As we embrace the new year, Molson Coors remains committed to championing alcohol responsibility in the communities it serves. It’s an honor to contribute to the night’s festivities across Dallas and welcome in 2024 together,” said Alison Hanrahan, community affairs manager, Molson Coors. “By partnering with DART, our hope is to not only provide free rides, but to foster a sense of community and responsibility as we collectively celebrate this new chapter.”

Since its inception in 1988, the Free Rides program has been a cornerstone of Molson Coors' commitment to promoting responsible celebrations. Through collaborative efforts with local mass transit, the program has extended fare-free rides to more than 8 million individuals across the U.S. During last year’s New Year’s Eve Free Rides in Dallas, nearly 28,000 individuals took advantage of complimentary transit to welcome in the new year.

“DART is more than a transit agency; we're an integral part of the North Texas region, connecting people to moments that matter,” said Jeamy Molina, DART chief communications officer. “Partnering with Coors Light for its New Year’s Eve Free Rides program perfectly aligns with our mission of providing affordable and reliable transportation throughout the communities we serve. As our communities’ ring in the new year, we are proud to do our part to ensure everyone makes it home safe and sound.”

The New Year’s Eve Free Rides program concludes this year’s annual initiative. This year, the program was offered in nine cities over the course of five events including St. Patrick’s Day, major holidays and professional sporting events. Molson Coors has expanded the Free Rides program over the past two years, providing increased access to free transportation options and reinforcing the company’s commitment to the communities it serves.

In addition to Dallas, Molson Coors will offer fare-free rides on New Year’s Eve to residents in Charlotte, Chicago, Denver, Milwaukee, Phoenix and Minneapolis-St. Paul.