HEINEKEN USA (headquartered in White Plains, NY) today announced that for the 14th year in a row, it is partnering with The City of White Plains and the White Plains Business Improvement District for its New Year. Safe Ride. program. Over the past 14 years, the program has provided free and safe rides home to an estimated 5,000 Westchester County residents of legal drinking age. HEINEKEN USA has a passion and commitment to protect the community and encourage safe alcohol consumption on New Year’s Eve and all year-round.

Through the New Year. Safe Ride. program, HEINEKEN USA will provide free and safe rides home for Westchester County residents of legal drinking age who celebrate New Year’s Eve in downtown White Plains. The Safe Rides transportation stand will be on the corner of East Post Road and Mamaroneck Avenue between 11:00PM on December 31st and 3:00AM on January 1st. A dedicated fleet of 30 cars, including at least one that is handicap accessible, will provide complimentary rides home for those 21 and older traveling from the heart of downtown White Plains to anywhere across Westchester County.

“As a family-owned company since 1873, HEINEKEN USA is dedicated to lead by example and promote responsible corporate citizenship while giving back to the community,” said Stephanie Johnston, Director of Corporate Social Responsibility at HEINEKEN USA. “We are so proud to call the city of White Plains not only HEINEKEN USA’s company headquarters, but our home. HEINEKEN USA encourages people 21+ to always drink responsibly no matter the occasion. We are pleased to work with a strong support team of community partners that not only allows revelers to enjoy their celebrations, but to arrive home safely through our annual ‘New Year. Safe Ride.’ program.”

As part of its commitment to advocate responsible consumption, Heineken® also recently announced its ‘Drink OR Drive’ campaign to help change consumer behavior and promote responsible decision-making over the holidays. By replacing the word ‘and’ with ‘or,’ Heineken® is asking consumers to make a choice: Drink OR Drive.

Every day, social pressures and behavioral norms interfere with responsible decision-making. According to a global study by Heineken®, 77% of respondents think there are circumstances where it is acceptable to drink and drive, while 49% get ‘caught up having fun’ and find it hard to plan ahead. Through this new partnership with Evite and Uber, Heineken® is encouraging everyone to plan ahead so that they can enjoy the holiday season more safely and responsibly. From now to January 3, 2018, Heineken® is using the Evite® digital invitation platform to encourage consumers aged 21+ to decide early on (at the point of RSVP) whether they will be drinking OR driving at holiday events and celebrations. As part of the campaign, Evite users in 11 cities will also receive discounted Uber rides from Heineken®.

The annual White Plains New Year’s Eve Spectacular is hosted by The White Plains Business Improvement District and the City of White Plains. The celebration will commence at 10:00PM on December 31st at Main Street and Court Street. Revelers will have the opportunity to ring in 2018 with a DJ and live music, ball drop, confetti and a dazzling firework display at midnight.

“Our annual New Year’s Eve Spectacular is about celebrating and welcoming the new year with family and friends in a safe, festive, and family-friendly environment,” said White Plains Mayor Tom Roach. “For many residents in White Plains and throughout Westchester County, ringing in the New Year in downtown White Plains has become a fun holiday tradition. White Plains-based HEINEKEN USA has become a real partner in this event through its sponsorship of the New Year. Safe Ride. program. New Year. Safe Ride. is an important component in the overall success of the White Plains New Year’s Eve spectacular.”

Responsible consumption is key to the sustainable growth of Heineken’s® business and is part of the company’s Brewing a Better World platform, which is woven into ethos of the company. Since 2004, the ‘Enjoy Heineken Responsibly’ campaign has made responsible consumption and moderation aspirational to consumers globally. ‘Drink OR Drive’ is just one of many U.S. activations, which also includes the Health Alliance on Alcohol, a national public initiative to prevent underage drinking.

HEINEKEN USA Inc., the nation’s leading high-end beer importer, is a subsidiary of HEINEKEN International NV, the world’s most international brewer. Key brands imported into the U.S. are Heineken®, the world’s most international beer brand, the Dos Equis Franchise, the Tecate Franchise and Strongbow Hard Apple Ciders. HEINEKEN USA also imports Amstel Light, Amstel Xlight, Indio, Carta Blanca and Bohemia brands. For the latest information on our company and brands, follow us on Twitter @HeinekenUSACorp, or visit HEINEKENUSA.com.