Ringing in the new – safely

Ring in the New Year stylishly – but remember, safety first.

To help those enjoying the holiday celebration in White Plains plan for a night that’s both festive and responsible, White Plains-based Heineken USA is partnering with the city of White Plains and the White Plains Business Improvement District for its 14th annual “New Year. Safe Ride.” program. The program, which has provided complimentary rides home for some 5,000 people over the years, is offering rides for Westchester County residents of legal drinking age between the hours of 11 p.m. and 3 a.m. A dedicated fleet of 30 cars, including at least one that is handicap-accessible, will be standing by, on the corner of East Post Road and Mamaroneck Avenue.

“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,” Stephanie Johnston, director of corporate social responsibility, Heineken USA, has said. “We are so proud to call the city of White Plains not only Heineken USA’s company headquarters, but our home.”

As part of its commitment to support safe drinking, Heineken also recently launched its “Drink OR Drive” campaign. By replacing the word “and” with “or,” Heineken is asking consumers to make a choice before the party starts. Through Jan. 3, 2018, Heineken is partnering with Evite – a digital invitation platform – and Uber to encourage consumers to decide at the point of RSVP whether they will be drinking or driving to and from holiday festivities. As part of the campaign, Evite users in 11 cities will also receive discounted Uber rides from Heineken.

On the big night, guests are invited to revel until the wee hours at the annual White Plains New Year’s Eve Spectacular. Presented through a partnership with the White Plains BID and the city, the party gets under way at 10 p.m. Dec. 31 at Main and Court streets. The party will include a DJ and live music and a ball drop, followed by a spectacular firework show at midnight.

WAG wishes all of our readers a safe and Happy New Year!

For more, visit heineken.com/us.

— Danielle Renda

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