Indy 500 100th Anniversary
Victory Lap Milkshakes
Levy Restaurants is one of the nation’s largest restaurant groups with concessions and individual restaurants in nearly 200 stadiums and venues across the country. To celebrate the 100th running of the Indianapolis 500 at the Indianapolis Motor Speedway, they reached out looking for a piece of drinkware from a by gone era.
Traditionally, the winner of the Indy 500 drinks a bottle of milk in the winners circle. The tradition dates back to 1933 when Louis Meyer asked for a bottle of buttermilk after the first of his three wins in the race. The tradition has had its ups and downs over the years but now it’s just sort of something you do.
To help get the crowd in the winning spirit, we designed custom molded plastic milk bottles to carry the “Victory Lap Milkshake”, a salted caramel milkshake spiked with premium vodka and topped with crushed cookies.
It’s simple, iconic, made of modern materials and an incredible keepsake for race goers. So much so that is was the top concession item at the 2016 race. It was even featured on the Sportscenter and ESPN instagram accounts with almost 1.5 million impressions.
