OWENSBORO, Ky. (February 21, 2025) – Green River Distilling Co., Kentucky’s 10th oldest licensed distillery, is revving up for another thrilling NASCAR race, extending its partnership with NY Racing for the upcoming Ambetter Health 400 at Atlanta Motor Speedway on Sunday, February 23, at 3:00 PM ET.
The team will once again showcase the “Pride of Owensboro” car, a tribute to the rich racing heritage of Green River’s hometown, which has produced NASCAR legends Darrell and Michael Waltrip. With roots dating back to 1885, Green River has overcome Prohibition, shifting consumer trends, and natural disasters to rise as one of the fastest-growing American whiskey brands. Now, the distillery is hoping to see one of the fastest cars on the track in JJ Yeley’s No. 44 Chevrolet.
“Atlanta is another opportunity to showcase our brand and team’s resilience, determination, and commitment to excellence—both on and off the track,” said Pete Marino, President of Bardstown Bourbon, and Green River Distilling Co.
Racing Toward a National Audience
Green River’s NASCAR partnership comes at a pivotal time for the brand, as it launches its first major national advertising campaign in more than 100 years. The “Raise Your Spirits” campaign introduces an unexpected new ambassador: G.R., the Ghost of Green River. This spectral figure embodies the brand’s rich history while bringing humor and a modern edge to the storied brand.
At the same time, Green River is expanding its distribution, with plans to reach 45 states in 2025. A high-profile collaboration with sports personality Colin Cowherd and digital placements alongside Major League Baseball will introduce the brand to millions of new consumers.
“We’re leaning into our strong heritage, premium whiskey, and bold storytelling,” said Holly Weyler, Director of Public Relations for Green River Distilling Co. “This is just the beginning, and NASCAR is an important part of our journey to becoming a household name.”
A Symbol of Luck on the Track
With JJ Yeley behind the wheel, the team is counting on Green River’s signature horseshoe logo to bring some extra luck on race day. The partnership with NY Racing is more than just a sponsorship—it’s a reflection of Green River’s enduring legacy of perseverance and excellence.
“The Green River brand has seen it all over the past century, and just like our whiskey, we’re built to last,” added Marino. “Now, we’re ready to chase our first-ever checkered flag.”
About Green River Distilling Co.
Green River Distilling Co. is a celebration of classic Kentucky – honoring the past while staying firmly planted in the present. The 10th oldest licensed distillery in Kentucky (DSP-KY-10), Green River is known as “the Whiskey Without Regrets,” and enjoys a long, rich history dating back to 1885. Reintroduced in 2022, Green River Distilling Co. is proud to call Owensboro, Kentucky home, and serves as the westernmost outpost of the Kentucky Bourbon TrailTM. Authentic and approachable, Green River offers a growing portfolio of whiskeys crafted from historic mashbills. Blended to create a smooth and welcoming taste profile, Green River Distilling Co. is a true testament to simplicity and quality going hand-in-hand. Green River is part of Bardstown Bourbon Co, a top 10 distiller in the U.S. For more information, visit greenriverwhiskey.com.
