Green River Whiskey has announced its debut as a primary sponsor in the world of NASCAR, teaming up with the NY Racing Team and driver J.J. Yeley for a bold attempt to qualify for the 2025 Daytona 500. This milestone sponsorship not only marks Green River Whiskey’s entry into modern motorsports but also signifies a major leap forward in the brand’s storied revival.
The No. 44 Green River Whiskey Chevrolet will take center stage as Yeley and the NY Racing Team compete for a coveted spot in the Great American Race, set for February 16, 2025, at 2:30 PM ET on FOX. The iconic green design of the car pays homage to the racing green flag, a symbol of high-stakes intensity and exhilaration that mirrors Green River Whiskey’s spirited resurgence.
A Legacy of Resilience
Green River Whiskey’s roots date back to 1885, positioning it as one of America’s oldest whiskey brands. The company has faced and overcome significant challenges, including Prohibition, shifting market demands, and natural disasters. After decades of dormancy, Green River Whiskey was reintroduced in 2022, igniting a new chapter in its legacy.
Since its revival, the brand has experienced remarkable growth, with distribution expanding to 45 states in 2025. Offering a range of high-quality expressions crafted from historic mashbills, Green River Whiskey has distinguished itself as a premium yet approachable option in the whiskey market. Later this month, the company will launch its first major national advertising campaign in over a century, further solidifying its place in the industry.
NASCAR Partnership: A Perfect Fit
The partnership between Green River Whiskey and the NY Racing Team reflects a shared ethos of resilience, determination, and ambition. NASCAR’s Daytona 500 is renowned for its unpredictability and dramatic outcomes, making it a fitting stage for a brand that has triumphed over adversity. The collaboration is not just a sponsorship; it’s a statement of shared values.
“The Daytona 500 is more than just a race—it’s a proving ground for perseverance, skill, and a little bit of luck,” said Pete Marino, President of Bardstown Bourbon and Green River Distilling Co. A horseshoe, a longstanding icon on Green River Whiskey bottles, will feature prominently on the No. 44 Chevrolet, symbolizing the brand’s readiness to chase history in one of the world’s most challenging races.
J.J. Yeley, a seasoned NASCAR driver, expressed his enthusiasm for the partnership, stating, “I couldn’t be more excited to team up with Green River Whiskey for this monumental Daytona race. Their story of resilience, growth, and passion for their craft is exactly what it takes to compete at this level. Daytona is where legends are made, and with Green River Whiskey on board, we’re ready to take on the challenge and fight our way into the big race.”
A Celebration of Owensboro Heritage
Green River Whiskey is deeply tied to its Owensboro, Kentucky roots. Known as “The Pride of Owensboro,” the distillery shares a rich NASCAR heritage with the region. Owensboro is the hometown of NASCAR legends Darrell and Michael Waltrip, both of whom claimed Daytona 500 victories and contributed significantly to the sport’s history.
This local pride adds another layer of significance to Green River Whiskey’s sponsorship of the Daytona 500. The partnership not only highlights the brand’s ambition but also celebrates the shared cultural history between Owensboro and NASCAR.
Racing Toward New Horizons
Green River Whiskey’s entry into NASCAR aligns with its broader goal of becoming a top-10 American whiskey brand. The sponsorship reflects a willingness to take bold risks and invest in opportunities that expand the brand’s reach. From bars to racetracks, Green River Whiskey embodies the spirit of determination and adaptability.
Whether it’s overcoming historic challenges or taking on the high-speed world of NASCAR, Green River Whiskey continues to demonstrate that resilience and ambition can lead to great achievements. As the No. 44 Green River Whiskey Chevrolet hits the track, it represents more than a sponsorship; it’s a testament to the power of chasing dreams and embracing bold new chapters.
