Indianapolis, Indiana, February 4, 2026
The Indianapolis 500 is set to celebrate the ‘Winners Drink Milk’ tradition with a new marketing initiative featuring defending champion Alex Palou on milk products. Starting March 1, single-serve milk bottles and cartons will be available across 20 states, showcasing various Indy 500 winners alongside Palou. This promotion, aimed at expanding local brand recognition and supporting community initiatives, has significantly increased its reach, benefiting both fans and local schools.
Indianapolis, Indiana – The buzz surrounding the Indianapolis 500 continues to grow, as defending champion Alex Palou is set to be featured prominently on single-serve milk bottles and cartons across 20 states starting March 1. This exciting promotion is a collaborative effort involving the Indianapolis Motor Speedway, the American Dairy Association Indiana, and Prairie Farms Family of Companies. The initiative celebrates the iconic “Winners Drink Milk” tradition, which has been a staple of the Indianapolis 500 since 1936, when Louis Meyer famously celebrated his victory with a refreshing sip of buttermilk.
The “Winners Drink Milk” promotion has significantly expanded since last year, now reaching 25,000 retailers compared to just 13,000 in eight states previously. This impressive growth not only highlights the enduring popularity of the Indianapolis 500 but also reflects the resilience and entrepreneurial spirit of local businesses striving for greater reach and engagement in their communities. This partnership showcases how collaboration can foster economic growth and enhance local brand recognition.
The tradition that Palou exemplifies has become synonymous with success on the track, and this promotion gives fans a unique chance to celebrate their favorite Indy 500 winners while enjoying a classic American beverage. Featured alongside Palou will be other celebrated drivers, including Josef Newgarden, Alexander Rossi, Scott Dixon, and Helio Castroneves, each gracing various milk products ranging from whole milk to premium chocolate and strawberry milk. This array of products ensures there’s something for everyone as the race day approaches.
### The Essence of the “Winners Drink Milk” Tradition
The roots of the “Winners Drink Milk” provision at the Indianapolis 500 trace back to a momentous occasion in 1936 when Louis Meyer took his first victory and showcased buttermilk as a reward for his triumph. Although buttermilk won’t be part of this year’s offerings, the nostalgia and link to racing history continue to resonate with fans and participants alike.
In addition, the promotional effort aims to benefit local schools and communities, as around 200 million half-pint cartons emblazoned with “Winners Drink Milk” will be distributed across the same states. These cartons will serve as a tool to inspire the next generation while reinforcing the importance of nutrition from a community standpoint.
### Celebrating Local Champions
Among the driving forces in this promotion is the recognition of other Indianapolis 500 champions. Fans can appreciate the contributions of:
– **Josef Newgarden** (2023 and 2024 winner) on 2% milk products,
– **Alexander Rossi** (2016 centennial race winner) on premium chocolate milk containers,
– **Scott Dixon** (2008 winner) on 1% chocolate milk products,
– **Helio Castroneves** (four-time winner) on premium strawberry milk products.
This variety not only pays homage to their achievements but also strengthens the connection between the sport and its supporters.
### Expansion and Engagement
This year’s initiative will extend throughout the Midwest and South, marking a strategic expansion designed to reach a broader audience. Providing an estimated 200 million milk cartons allows for increased visibility, offering opportunities for enhanced public engagement in communities where racing enthusiasm runs deep. The initiative’s rollout represents a proactive approach to connecting with various demographics, particularly families and school-age children.
### Conclusion
The “Winners Drink Milk” promotion celebrates not only the triumphs of legendary drivers but also highlights the power of collaboration among local organizations to drive growth and community involvement. By encouraging the consumption of milk while simultaneously bolstering Indianapolis’s historic racing tradition, the campaign exemplifies how local enterprises can innovate and thrive with support and minimal regulation.
As the marketing initiative gears up, readers are encouraged to step out, support local retailers, and enjoy a taste of victory as they participate in this beloved Indianapolis tradition.
### Frequently Asked Questions (FAQ)
What is the “Winners Drink Milk” promotion?
The “Winners Drink Milk” promotion is a collaboration between Indianapolis Motor Speedway, American Dairy Association Indiana, and Prairie Farms Family of Companies. It features single-serve milk bottles and cartons with images of Indianapolis 500 winners, available in 20 states starting March 1.
Which Indianapolis 500 winners are featured on the milk products?
The featured winners are:
– Alex Palou (2025 winner) on whole vitamin D milk products.
– Josef Newgarden (2023 and 2024 winner) on 2% milk products.
– Alexander Rossi (2016 centennial race winner) on premium chocolate milk containers.
– Scott Dixon (2008 winner) on 1% chocolate milk products.
– Helio Castroneves (four-time winner) on premium strawberry milk products.
Where will these milk products be available?
The milk products will be available in 20 states, primarily in the Midwest and South, starting March 1. The promotion has expanded from 13,000 retailers in eight states last year to 25,000 retailers in 20 states this year.
What is the history behind the “Winners Drink Milk” tradition?
The tradition dates back to 1936 when Louis Meyer celebrated his Indianapolis 500 victory by sipping buttermilk. This act has since become an iconic part of the race’s history.
Will buttermilk be one of the featured flavors in this promotion?
No, buttermilk will not be one of the featured flavors in this year’s special designs.
What other initiatives are part of this promotion?
In addition to the milk products, about 200 million half-pint cartons decorated with “Winners Drink Milk” will be distributed to schools in the same 20 states.
| Feature | Description |
|---|---|
| Start Date | March 1 |
| Available States | 20 states, primarily in the Midwest and South |
| Retailers Involved | 25,000 retailers |
| Featured Drivers | Alex Palou, Josef Newgarden, Alexander Rossi, Scott Dixon, Helio Castroneves |
| Additional Initiative | 200 million half-pint cartons with “Winners Drink Milk” distributed to schools |
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Author: STAFF HERE INDIANAPOLIS WRITER
The INDIANAPOLIS STAFF WRITER represents the experienced team at HEREIndianapolis.com, your go-to source for actionable local news and information in Indianapolis, Marion County, and beyond. Specializing in "news you can use," we cover essential topics like product reviews for personal and business needs, local business directories, politics, real estate trends, neighborhood insights, and state news affecting the area—with deep expertise drawn from years of dedicated reporting and strong community input, including local press releases and business updates. We deliver top reporting on high-value events such as the Indianapolis 500, Indy Jazz Fest, and the Indiana State Fair. Our coverage extends to key organizations like the Indy Chamber and Visit Indy, plus leading businesses in motorsports and healthcare that power the local economy such as Indianapolis Motor Speedway and IU Health. As part of the broader HERE network, we provide comprehensive, credible insights into Indiana's dynamic landscape.
