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Breakthru Beverage Missouri and Absolut Vodka Partner to Make New Year’s Eve a Safe Celebration


Breakthru Beverage Missouri and Absolut Vodka Partner to Make New Year’s Eve a Safe Celebration with FREE RIDES HOME Across Missouri

Rides are offered through Safe Home After Every Occasion™, a social responsibility program that encourages making planning your ride home before socializing a habit

LOUIS, December 20, 2023 — It’s almost time to ring in the New Year and raise a glass to 2024! With this in mind, Breakthru Beverage Missouri and Absolut Vodka are partnering to offer Missourians a limited number of FREE RIDES HOME in St. Louis, Kansas City, Columbia and Springfield from 2 p.m. on Sunday, December 31 through 2 a.m. on Monday, January 1 via rideshare partner Lyft. The rides are offered through the Safe Home After Every Occasion™ social responsibility program designed to make planning a safe ride home before a night out a habit. Since the program’s inception, it has provided more than 100,000 Missourians a free ride home.

The Safe Home program is made possible through the support of Breakthru Beverage Missouri and its supplier partner, Pernod Ricard, one of the largest global suppliers of wine and spirits, whose leading brands include Absolut®, Jameson®, Beefeaters® and Malibu®. Absolut® is one of the most famous vodkas in the world. Launched in the US in 1979, it completely redefined the premium vodka landscape, becoming synonymous with art, culture and nightlife.

“Breakthru Beverage Missouri is pleased to continue to sponsor Safe Home After Every Occasion with the generous help of our supplier partner Absolut to help Missourians celebrate New Year’s Eve responsibly by planning ahead for a safe ride home,” said Scott Johnson, Executive Vice President of Breakthru Beverage Missouri.

Missourians can access a free ride home (up to $20 value), valid from Sunday, December 31 at 2 p.m. through 2 a.m. Monday, January 1 using ride code: BBGMONYE2023. The code will also be posted on Breakthru Beverage Missouri’s website and social media channels including Facebook, Twitter and Instagram.

The code will be redeemable to customers throughout the state in St. Louis, Kansas City, Columbia and Springfield through the Lyft app. A link to download the app can be found at A limited number of Lyft credits can be claimed beginning 9am Sunday, December 31, and will be valid for use at 2pm while quantities last.

About Breakthru Beverage Group

Breakthru Beverage Group is one of the leading alcohol wholesalers in the United States and the largest broker in Canada representing a full total beverage alcohol portfolio of spirits, wine and beer. Breakthru is committed to diversity, equity and inclusion and supports a wide range of notable organizations as well as local charitable initiatives across its North American footprint.  Across all markets, Breakthru aligns a nimble and insightful approach to sales, marketing and operations. Family ownership is active in the business and committed to being stewards of heritage and champions of innovation. For more information, visit

About Absolut Vodka

Absolut® is the world’s leading premium vodka and sixth-​largest spirits brand. The brand has been part of the Pernod Ricard group since 2008. The ever-​growing range is a staple in bars, restaurants and homes worldwide. Absolut is a loud and proud cultural collaborator and a leader in sustainability. For more information, visit