Winners Drink Milk
Each May, as more than 300,000 fans fill the Indianapolis Motor Speedway grandstands, one of the most anticipated moments happens not on the track, but in Victory Lane. The winning driver lifts a bottle of ice-cold milk, takes a celebratory sip, and solidifies a tradition as iconic as the race itself, powered by American Dairy Association Indiana and the Hoosier dairy farmers it represents.
The now-famous milk ritual dates back to 1936, when three-time Indianapolis 500 winner Louis Meyer requested buttermilk after his victory to quench his thirst, a nod to his farming roots. A photograph captured the moment, and a tradition was born.
Nearly 90 years later, that spontaneous request has evolved into a widely recognized symbol of victory.
“It’s something that’s embraced not just in Indiana, but across the world,” says Brooke Williams, communications director for the association. “To know it started with a simple choice by one driver, and now it’s expected every year, is really special.”
Since 2005, the association has elevated the ritual through its Milk Presenter Program, placing Indiana dairy farmers at the center of the celebration. What began with dairy board members has grown into a three-year commitment that prepares farmers for one of the biggest stages in sports.
Each year, a rookie, a veteran and a rookie-elect participate. The rookie presents milk to the winning team owner and chief mechanic, while the veteran earns the honor of handing the bottle to the race winner.
“It’s not every day someone steps off their farm and into a spotlight like that,” Williams says. “There’s media training, interviews, and a lot of preparation. By the time they become the veteran presenter, they’re more comfortable, but it’s still an incredible moment.”
Farmers apply and are selected based on their willingness to share their story, host media and represent the dairy industry. While the application is straightforward, the impact is anything but.
“For many of them, it’s emotional,” Williams says. “They go from their daily routine on the farm to representing hundreds of dairy families in front of a global audience.”
Race day begins early, well before the green flag drops. Milk presenters are picked up at dawn and escorted to the Indianapolis Motor Speedway by police, a perk that sets the tone for an unforgettable day.
After their early arrival, the farmers’ morning is filled with media appearances, storytelling and anticipation. From a suite near the Pagoda, they watch the race, taking in the pageantry, flyovers and energy of race day.
With about 25 laps remaining, it’s time to prepare. The milk, carefully stored and chilled, is retrieved, and three bottles are readied: whole, 2% and fat-free. Drivers select their preference in advance during practice week, ensuring the correct choice is ready the moment the checkered flag waves.
Within seconds of the race’s end, the milk is in hand, and the farmer steps forward to deliver a moment nearly 90 years in the making. Though brief, the memories last a lifetime.
Williams says her most unexpected moment was when four-time winner Helio Castroneves added strawberry powder to his milk to match a sponsor’s branding, turning the iconic white beverage pink.
“We were all so confused watching it happen,” she says. “But it was very Helio.”
More often, though, the most memorable moments are deeply personal. In recent years, one presenter, a mother of two, returned from Victory Lane overwhelmed with emotion after completing her role.
“It really hits them in that moment,” Williams says. “It’s not just about handing over milk. It’s about representing their family, their farm and their community.”
Beyond race day, American Dairy Association Indiana represents nearly 700 dairy farm families across Indiana and uses the Indianapolis 500 platform to highlight the people behind the product. While the famous “Winners Drink Milk” slogan takes center stage in May, their work continues year-round through partnerships, school programs and community events.
From handing out thousands of chocolate milk cartons at the Mini Marathon to serving tens of thousands of milkshakes at the Indiana State Fair, the goal remains the same: to connect consumers with the source of their food.
As the crowd roars and the winning driver raises that bottle, Williams hopes fans see more than just a victory celebration.
“We want people to realize it’s not just milk,” she says. “It represents generations of farmers, hard work, and pride. When you see that bottle, there’s a story behind it.”
In a race defined by speed and tradition, that bottle of milk tells a story of perseverance, pride and community, a story that endures long after the checkered flag has waved.
For more information, visit winnersdrinkmilk.com.
