Alcohol distributor runs free-ride promotion on New Year's Eve

Alcohol distributor Major Brands Inc. is providing the libations and the rides this New Year's Eve holiday.

The St. Louis-based company, which has a Springfield location at 455 N. Belcrest Ave., is partnering with suppliers Jim Beam, Ruffino Prosecco and Absolut Vodka on the Safe Home for the Holidays initiative, according to a news release.

The initiative is slated to provided 10,000 free Lyft rides – at $25 apiece – from 2 p.m. Dec. 31 through 2 a.m. Jan. 1. Roughly 20% of those rides, or about 2,000, are expected in Springfield, according to a company spokesperson. Customers may enter the code MBSAFENYE at checkout for the promotion.

"Springfield is one of many communities across Missouri that Major Brands calls home, and we’re committed to proudly serving Springfieldians through Safe Home," the spokesperson said.

Major Brands operates in Missouri through five regional offices, according to its website.