Owensboro-based Green River Kentucky Straight Bourbon Whiskey is making its NASCAR debut as the primary sponsor of J.J. Yeley’s No. 44 Chevrolet with NY Racing Team as he attempts to qualify for the 2025 Daytona 500.
The sponsorship marks Green River Whiskey’s first venture into modern motorsports, aligning with the brand’s revival and Owensboro’s deep NASCAR roots. The race is scheduled for February 16 at 2:30 p.m. ET and will be broadcast live on FOX.
“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. “The horseshoe, a universal symbol of luck, has always been a part of the brand’s iconography and our bottle. On the No. 44 Green River Whiskey Chevrolet, it’s a symbol that we’re ready to chase history at the Great American Race.”
Yeley echoed that sentiment.
“I couldn’t be more excited to team up with Green River Whiskey for this monumental Daytona race,” said Yeley. “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.”
Founded in 1885, Green River Whiskey has endured prohibition, shifting consumer trends, and natural disasters to emerge as one of the fastest-growing American whiskey brands. Reintroduced in 2022, Green River is expanding its distribution to 45 states this year and will soon launch its first national advertising campaign in more than a century.
A release said the No. 44 car’s design would feature Green River Whiskey’s signature green, representing the green flag that signals high-intensity moments in racing. The brand said it’s proud to be associated with a city that produced NASCAR legends Darrell and Michael Waltrip, both former Daytona 500 winners.
As Green River Whiskey races toward its goal of becoming a top-10 American Whiskey brand, this sponsorship underscores its commitment to expanding its reach while paying homage to the community’s motorsport roots.
“From the back bar to the track, Green River Whiskey is a brand built on determination and a willingness to take risks – because in racing, in business, and in life, nothing is guaranteed, but anything is possible,” the company said in a release.
Green River Distilling Co. is the 10th oldest licensed distillery in Kentucky and is part of Bardstown Bourbon Co., one of the top 10 distillers in the U.S. More information about the brand can be found at greenriverwhiskey.com.
