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.”

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Host & Guest

Host: Theresa Reps, Director of Farmer Outreach, Dairy Management Inc.

Guest: Brook Williams, Director of Communications, American Dairy Association Indiana