Call it enlightened self-interest, but a campaign launched during the holiday season by beer giant MillerCoors (PR Newswire) aims to keep the roads a little safer this year. It's quite brilliant from a sales and brand marketing point of view: Please indulge in our products and, by the way, we care enough to send you home safely.
If the campaign proves successful, Chicago DUI attorneys may get less business than usual at the start of the New Year.
At the heart of the program is Miller Lite Free Rides, which was expanded to include Chicago this year, among other cities. Two double-decker buses are running a looped route (PDF) throughout the city's hot spots every Saturday night from 8:00 p.m. until 1:00 a.m., beginning Nov. 21 and ending New Year's Day.
Stops along the way include The Loop, River North, Old Town, Lincoln Park and Wrigleyville. Just remember that the magical coach turns into a pumpkin hours before the last call of many Chicago bars.
Texting the word "RIDE" to the number 44636 will get partiers an outline of the route and stops.
MillerCoors also is sponsoring the You Hold The Key, Never Drive Drunk campaign, which provides cab vouchers in several metropolitan areas, including Chicago.
And when you consider Chicago's excellent mass-transit system, there really aren't too many excuses for drunk driving after celebrating the winter's festivities. Also, keep in mind that police will be out en force while you party.
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2009 Illinois DUI Fact Book (PDF, Illinois Secretary of State)
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Illinois DUI Lawyers (FindLaw)
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