Episode 42 - Winners Drink Milk: How Dairy Shines at the Indianapolis 500

In this Regional Rundown segment of the Your Dairy Checkoff Podcast, host Theresa Reps talks with Brooke Williams, Director of Communications for the American Dairy Association Indiana, about the deep connection between dairy farmers and the Indianapolis 500 tradition.

Williams explains how the Indy 500’s iconic “Winners Drink Milk” moment began in 1936 and sparked a beloved tradition that continues today. Each year, two Indiana dairy farmers are chosen to present milk to the winning driver, undergoing media training and public engagement to represent dairy farmers statewide. The partnership generates enormous visibility for dairy—over $7 million in media value and more than 8 million race-day viewers in 2025. This year’s innovations included a collaboration with Prairie Farms, featuring special-edition milk bottles and school cartons with Indy 500 themes, which boosted milk sales and fan engagement.

Williams emphasizes that the Indy 500 tradition not only celebrates the winning driver but also honors the dedication of dairy farmers everywhere—reminding listeners that “Winners drink milk.”

To learn more about the national dairy checkoff and your local dairy checkoffs, please visit dairycheckoff.com.

Host & Guest

• Host: Theresa Reps, Director of Farmer Outreach, Dairy Management Inc.
• Guest: Brook Williams, Director of Communications, American Dairy Association Indiana

Transcript (AI-Generated, please ignore typos)

Your Dairy Checkoff Podcast 00:02

welcome to your dairy check off podcast from dairy management Inc, where dairy check off leaders and farmers share real stories, strategies and insights that grow sales and build trust for us dairy, let's get started.

Theresa Reps 00:19

Hello everyone, and welcome to the Regional rundown, a segment of the your dairy check off podcast where we talk to local, state and region organizations about the work that they're doing to drive sales and build trust in dairy. On today's episode, we're glad to be joined by Brooke Williams with the American Dairy Association of Indiana to talk through all the cool things they're doing on around the Indianapolis 500 So Brooke, give us a little bit of your background, your history.

Brooke Williams 00:48

Yeah. Thanks so much for having me today. Brooke Williams, as you mentioned, the Director of Communications, I have been working for the American Dairy Association Indiana and our Indiana dairy farm families almost 12 years now, I came from a communications background, and I can't believe it's already been 12 years, but I've been in this role about five years now, I believe. And so, as we'll talk about today, the Indy 500 and getting to spend the time with our Indiana dairy farmers every year is one of the highlights of my year. So very excited to talk about all things Indiana, dairy and Indy 500 great.

Theresa Reps 01:26

So you mentioned the Indianapolis 500 what does that have to do with dairy? And how has dairy become involved with the Indianapolis 500

Brooke Williams 01:35

even growing up in Indiana, I always knew what the Indianapolis 500 was. It's about 20 miles from where I from where I grew up, and I always knew that milk was what the winner drank. But really, until I started working for Indiana's dairy farm families, I didn't know the whole tradition behind it. So the way it started back in 1936 there was a driver by the name of Louis Meyer who always quenched his thirst with buttermilk back on the farm. And so when he won the second race and the third race, he just naturally requested a drink of buttermilk. And so it wasn't until that race in 1936 was photographed of Louis drinking the milk that it really started this tradition. So we've been very fortunate that ever since then, obviously we have embraced the tradition. But more so than that, the state of Indiana has embraced the tradition the Indianapolis Motor Speedway and fans all across the world know that winners drink milk at the Indianapolis 500 so we've been very, very fortunate that as years go by, there just there, becomes more and more attention on that race. But more so than that, we're very happy that we, every year, get to share a dairy farming story, because it is an Indiana dairy farmer there who is delivering the ice cold quart of milk to that winning driver and to that winning team. Did I hear you right? That he drank buttermilk? He did drink buttermilk. And it's funny, it's it's become a good educational tool for us now, because we get a driver every once in a while that says, I want to stick to the truth tradition and drink buttermilk. But as we all know, and as farmers know, buttermilk today is not exactly what Louis Meyer was drinking back in 1936 so we've had to tell people that you know we're not making butter necessarily anymore, and kind of skimming the top off and drinking that delicious buttermilk. It's now for baking and tastes a little different. But we still tell the drivers if if they want to drink it ahead of time and they look really happy about it, we would consider putting it in a bottle for them if they happen to win the Indy 500 but so far, we stick to three different types of white milk on that race day.

Theresa Reps 03:43

 So you mentioned that the farmers get to hand the winner this milk, and I believe you have a program that the farmers get to participate in. Can you tell us a little bit more about how those farmers are selected and some of the things that they go through to be a part of this,

Brooke Williams 04:01

yeah, in the early 2000s we we really formalized this program. So every year there are two Indiana dairy farmers. We call one of them a rookie, if it's their first year, going to the Indy 500 and that second year, they become the veteran dairy farmer. And the way that it works, as I mentioned, always an Indiana dairy farmer representing all dairy farms in the state. But we had to formalize it because we realized if you take a farmer off of their field for a day and put them in front of the 300,000 people there on race day, it's very nerve wracking. And so we we've now created a program where they have to fill out an application if they're interested, they have to tell us that they're willing. It's a three year commitment. We actually have a rookie elect that shadows now the program, then they're that rookie, that veteran. We put them through media training, and there's a lot of time off the farm, especially the month of May, but also inviting me. And visitors onto their farm during that that month leading up to the race as well. So it's it's a different lifestyle there for a few years, but the dairy farmers are always thrilled to do it once they've signed on, but they fill out the application. There's a selection committee that are made up of our Board of dairy farmers, and then a few of our staff members, and we just want to make sure that they're going to be comfortable doing the media, and then again, being in that spotlight on race day, making sure that you know, it really is a smooth delivery of that ice cold milk to the winning team. But it's always really fun to be able to tell every farmers they have a different story to tell right? Like dairy farming is all is the same across the board, they're all there, taking care of animals and producing such a nutritious, delicious product. But every farm looks different. It's, you know, some are multi generational. We had a farmer a couple years back that he was a first time farmer and just wanted to go into farming because he wanted to do something alongside family. And so it really makes every year different, even though the end result is the same, giving a driver a bottle of milk. But for us, it's always fun to see dairy farmers go from being that rookie elect and just shadowing to when they're in that winner's circle and just how emotionally overcome they are, just proud of themselves, proud to represent dairy farmers and so to see that evolution over time, it's always really cool that we can say it dates back to the 1930s

Theresa Reps 06:28

would you say that the increase, or there has been an increase in attention on the dairy farms and their stories over the years?

Brooke Williams 06:37

Absolutely, I think every year we we get more media requests to go out onto the farms or to have a phone interview, to do a zoom interview. This year was the first year we did media in Cincinnati. We went to a TV station up in Chicago, all leading up to the race. So just, I think naturally, more and more people are already wondering, you know, where's your food coming from? And you know, tell us more about why milk at the Indy 500 Who are these people bringing in the milk? But just for media numbers alone, this year, we had about $7 million just in that add value equivalency of what it would cost for us to buy all of the media attention that our dairy farmers got the month of May, just talking about milk, talking about dairy farming, and what it means to them to be a part of this tradition. And you know, our budget is not that expansive in the state of Indiana, so be able to have that be the story is just one kind of touch point of dairy in the state of Indiana. I mean, that's something that truly we we couldn't afford. And we see that number every year getting higher and higher.

 Theresa Reps 07:49

That's insane. So essentially, you're getting almost $7 million of free advertising through this partnership that you've had for so many years.

Brooke Williams 07:59

Yeah, seven, $7 million just in that add value. And then that doesn't even account for the this year, Fox Sports had record views of the Indy 500 itself, 7.5 million viewers tuned in to the Indy 500 and just the last 15 minutes alone of the race, I think they said a little over 8 million people tuned in to see who the winning driver was going to be. And of course, that drink of milk quickly follows that. So, yeah, it's it's money that, again, we wouldn't be able to put the dollars behind it. And just the attention that Indy car is getting, that the Indianapolis Motor Speedway is getting, and that our dairy farmers are getting, is something that we're so proud to be a part of.

Theresa Reps 08:41

It's such a cool and unique way to feature milk. But also the farmers. I love the program that you've developed to not only get your farmers front and center, but to share a little bit more of their story and the uniqueness that each of them brings to the industry. It's so cool to see that come to life. 

Brooke Williams 09:02

Yeah, it's really fun, especially that month of May here in here in Indianapolis, the whole city and the community comes together to really start counting down to the to race weekend. But for the farmers too, it's funny to see their reactions, especially race weekend alone, we have them go up on a float at the 500 festivals parade downtown Indianapolis, and the streets are just lined with people that are there to you know, they're in town for race weekend. They're with their friends and families. But we always tell the farmers you're going to be shocked at the response that your float is going to get. And we have our two dairy farmers up there holding a fake bottle of milk. We have a larger than life, you know, huge Styrofoam cow on the float with winners drink milk, and just as they're coming down, the people that are shouting Milk, milk, and, you know, cheering for the farmers. And it's just, it's, it's neat for us to see them and that in that regard, and in that spotlight, just because it is so different than what. When we just say, hey, we have a group of third graders that want to visit the farm, and you know, you see them kind of in their day to day, but when we can pull them out of that and really see how a community comes together for milk, it really does blow their mind. And they every year, it's just fun to see their reactions. And that's just a parade. So then the next day, leading them in. They carry in the official cooler full of the milk bottles that go under lock and key, and to see people that just want to take a picture of the coolers and with the farmers. And, you know, it's just, it's something that they don't get to do day to day. And so it's, it's fun to really kind of pluck them out and put them, put them in that environment where we hope they walk away. And I know they walk away, they would tell you feeling very appreciative and just can't believe that dairy is is

Theresa Reps 10:47

getting that attention. So you guys did a couple of new things this year for the Indianapolis 500 Can you share a little bit more about what this year look like versus the past years?

Brooke Williams 10:58

Yeah, it was back in 2016 it was the 100th running of the Indy 500 and we did a partnership where we had special edition milk bottles made. And so it hadn't been since that time. Since then, the motor speedway is under new ownership. If you've heard of the name Penske. Roger Penske bought the motor speedway, and one of the things he remembered was that 100th running before he owned the track where we did these milk bottles. And so he loves the tradition, and he asked us and our team if we would be able to make that happen again. So we were very fortunate. Prairie Farms signed on to do this product kind of read application they were already selling, selling pint bottles, and then they do a lot of the cartons and schools and hospitals here in the state. And so we came together to do a joint design to celebrate the Indy 500 and really bring more attention to milk sales and all the different areas the Prairie Farms milk is sold. So what what happened was they ended up doing across the board, whether it was strawberry milk, chocolate milk or the different white milk varieties, each bottle featured a different Indy 500 driver with the image of them celebrating with milk when they won. So they did the pint bottles, and they did a 10 week run, and they were looking at sales about eight, 8 million pints. And it ended up being not just in Indiana, but the Prairie Farms region. So there were six states primarily, but you know, it even went out past that. And then you think about the little milk cartons that are out in schools, and just being able to put a winner's drink milk messaging on the side featuring a race car driver and those cartons, they said, in that 10 week period, about 101 million cartons of milk, just featuring the likeness of our winners drink milk slogan, but also getting kids that are already excited About the Indy 500 in the state of Indiana, but being able to then push that message out of the state and bring more eyes to that moment where we're sharing the dairy farmer story. It was a really fun collaboration. You know, you don't think about, I'm getting excited about milk all the time, but you know, for us anyway, we're thrilled to amplify the story of the tradition of milk at the Indy 500 and to have Prairie Farms come alongside and do that. And because of that and the excitement, and just then, the sales numbers increasing for Prairie Farms. The Motor Speedway actually sold milk on race day and the couple weeks leading up to the race at two different Grab and Go locations at the track, and also they put those cartons as part of the kids meals at their different concessions throughout the track. And we've never been able. We always encourage people on media and our dairy farmers do to grab a glass of milk at home and celebrate alongside the winner. And this is the first year we can say, or if you're at the track, go buy a bottle of milk and celebrate, you know, as the winners drinking milk right here at the end of the race. So it was this idea that, you know, we we would like to take some credit for it back in 2016 but I think without the guidance of Roger Penske, wanting it to happen again, it was really fun to partner up with Prairie Farms and to see them put, you know, the marketing behind it. They had billboards around the city, just really encouraging people to go out and buy milk, and so just another fun way to do it. Very, very happy that it was all happened. 

Theresa Reps 14:34

So I have to know the winners drink what kind of milk.

Brooke Williams 14:39

So leading up to the track, to the race, we actually have the drivers make a milk selection. So as I mentioned, it will always be white milk. We have to stick with tradition at least of the color. It may not be buttermilk, but it's going to be white milk. And then they can choose between whole milk, 2% or skim. So the drivers all selected. Forehand, and then our dairy farmers are there, waiting for the winning driver to cross that finish line, and they have their list of what everyone has selected. And so this year, I feel like our dairy farmers would be very happy to hear that 29 of the 33 drivers selected whole milk, and the others chose 2% no drivers selected skim milk. And this is kind of a trend that we've seen the last few years, kind of the trend of whole milk anyway, and I think people going back to that, that real whole milk flavor. And so it's been fun to see more less and less drivers choosing skim milk and really gravitating toward whole

Theresa Reps 15:37

so have you had any drivers that have not wanted to drink milk.

Brooke Williams 15:42

Yeah, we every once in a while there will be a driver that comes in, and most of the time they're going to be those rookie drivers who haven't driven at the Indy 500 before, who still don't know all the traditions around it. There's a driver the last couple years who's a vegan, but every year he still comes in and selects whole milk. So he's been he's been educated. He's been told by his teammates that if you win the Indy 500 you're going to want to drink the milk. And back in 1993 Emerson, fit apaldi won the Indy 500 and he was actually a Brazil driver. He had orange groves. And many people will remember this moment because he actually chose to draw to drink orange juice before the milk. And the crowd actually started booing him, and he ended up he did eventually drink the milk that day, but even after the race, Hughes said, Now, I know I should have drank the milk first, so it really does become not just something that the drivers are passionate about but of the 300,000 people, they're the drivers know they need to reach for that, that bottle of milk, and celebrate with that before anything else.

Theresa Reps 16:49

That's so cool, the community that has been built around milk in in Indiana, like that, that's not replicable everywhere else. So what a unique way to to share milk, and to share dairy in in such a such a fun fashion, where the community truly rallies around it.

Brooke Williams 17:10

Yeah, it's always funny the winter strike milk message, you know, it's our website now for the American Dairy Association Indiana, it's our email address. And so it's always funny when you make reservations places, or you're, you know, sharing your email address, and they go, winners, drink milk.com, you know, it's just funny. It's like, well, this is who we are, and this is what so many people recognize us as now. And so, you know, it would be kind of a shame not to just embrace what it is. And yeah, it's always, if you haven't been to the Indianapolis 500 you really need to come, or at least you need to watch it on TV and see what the what it's all about, because it really is pretty cool to see what, what it does for the dairy farmers and the story that they tell. And I mean, now even Fox Sports, leading up to the Indy 500 they did so many promotional pieces around milk, but they're embracing it too. And so that's the goal at the end of the day, right? We want more people to realize that milk is cool, if there's a reason why kids kids are drinking at a young age, and not just the drink of milk at the 8500 but to know that it is nutritious and something that, you know, we should have as part of our diets, but you know, to have 33 drivers on race day, all kind of vying for that drink of milk. It's, it's like a pro athlete, right? Like kids are going to look up to those drivers. They're going to want to drink the milk, just like the drivers at the Indy 500 and so to have that star power behind the drink of milk as well, it really does bring so much positive attention to dairy farming, and our dairy farmers are proud to do that, but also proud to represent all the dairy farmers across the country.

Theresa Reps 18:46

So this year, I believe you said that you had a unique situation with the dairy farmers that you had that were handing out the milk. Can you tell us a little bit more about who the dairy farmers were this year that were selected for the

Brooke Williams 18:59

first time since 2005 I want to say this is only the second time that two female dairy farmers have been in victory circle at the Indy 500 so usually it just kind of happens that it's, you know, either two guys or a guy and a girl leading up to the to the race. But the timing just worked out that it was two females, so Abby her of kendallville, Indiana, and Ashley Stockwell of Hudson, Indiana. Both moms, both come from multi generational farms. Abby will is the first to tell you that she will say milk is in her blood. She knew from a very young age that she wanted to be a dairy farmer. That's where she grew up, and that's just what she always wanted to do. And she always creates a really cute visual that even as a young baby, her mom had a swing inside of the barn that she was in, so she was like, there was no other like place for me to be someday than to be a dairy farmer, and just the. Abby and Ashley both are just very strong, passionate women, very fun to get to hear them talk about dairy farming, but also just what it means to them to represent the female side of dairy farming. And so it was a really cool time. They both have daughters. Ashley has sons as well, but for them to kind of, you know, show their daughters be a role model for them, something they both became very emotional about speaking on race day, especially Abby's daughters were watching the Indy 500 in person for the first time, and to have her in victory circle and handing off the milk. She was just very, very humbled by the experience, very honored to represent dairy farmers, but especially those females well.

Theresa Reps 20:44

And what a cool way to tie to the moms, which we know plays such an influential role in helping to develop habits for children. So what a what a unique connection to share two dairy farm mom stories as well. 

Brooke Williams 20:59

Yeah, it was pretty cool to be there on race day, especially, and have have their husbands so proud to watch them, you know, do that. And you know, the husbands really could have had an opportunity to be the dairy farmer and the winner's circle too. But honestly, it just Yeah, they were, they were thrilled to do it, and again, to just yeah, be the moms that were there, and they were able to connect with a lot of fans. I think, you know, you don't you, you may not think of IndyCar fans as being moms, and I think they kind of brought that angle to it as well, just encouraging more women to tune in and to hear their stories. And it was just a really neat and neat year.

Theresa Reps 21:39

Well, this has been such a really fun conversation. Brooke, I can't thank you enough for joining us. If there is one takeaway that you want listeners to get from this, what is that?

Brooke Williams 21:49

Well, we always want people to know that winners drink milk, and so if you're listening to this, you're already a winner. So there's that. But no, it's really important for us to for all dairy farmers to know that, you know, here in Indiana, we have this tradition, and we're very fortunate to have it, and something that we don't take lightly. You know, we we always say it really was because of Louis Meyer that we're here, and he just happened to drink buttermilk. And what are the odds? But every year to us, it's important to continue to, you know, put more behind it, and to kind of do it justice, and to carry on this tradition. And we hope that the dairy farmers that are representing dairy farming across the country and, you know, even around the world, are making everyone as proud as they make us. So we hope that when you see the drink of milk at the Indy 500 you know, just know that there's dairy farmers there who have been doing media since about 7am that morning that they're all all talking about dairy farming on behalf of everyone tuning in. And they're very honored to do so. And so we just hope that you continue to support the the drink of milk, and thanks for wanting to hear more about the story, because that alone, you know, that's what we're trying to get our dairy farmers to do every day, is just talk about what they do every day and how cool it is, and to make that connection more and more to the community. And so this is just one way that we can do it, and we hope everyone knows how hard we're working to make it happen. Awesome.

Theresa Reps 23:26

Well, thank you everyone for tuning in, and we will see you next time.

Your Dairy Checkoff Podcast 23:34

Thanks for listening to your dairy check off podcast. Want to hear more about how your check off is making every drop count, head over to dairy, check off.com or follow us wherever you get your podcast. See you next time you.