Historic Green River Distilling Co. heads to Atlanta Motor Speedway this Sunday for the Ambetter Health 400, continuing a partnership with NY Racing that showcases Owensboro’s whiskey heritage on the national stage. The February 23 race will feature JJ Yeley piloting the No. 44 Chevrolet adorned with Green River’s signature horseshoe logo.
Founded in 1885, Green River ranks as Kentucky’s 10th oldest licensed distillery and represents Owensboro – a city with deep NASCAR connections as the hometown of racing legends Darrell and Michael Waltrip. The “Pride of Owensboro” car serves as a rolling tribute to this shared heritage.
Pete Marino, President of Bardstown Bourbon and Green River Distilling Co., views the partnership as more than just brand exposure. “Atlanta is another opportunity to showcase our brand and team’s resilience, determination, and commitment to excellence—both on and off the track,” Marino said.
Green River’s Century-Long Marketing Hiatus Ends
The NASCAR appearance coincides with Green River’s marketing renaissance, as the distillery launches its first major national advertising initiative in over 100 years. The new “Raise Your Spirits” campaign introduces an unconventional spokesperson – G.R., the Ghost of Green River – who embodies the brand’s storied past with modern humor.
This marketing push supports an aggressive distribution expansion targeting availability in 45 states by 2025. The company has also secured partnerships with sports personality Colin Cowherd and placements alongside Major League Baseball content.
“We’re leaning into our strong heritage, premium whiskey, and bold storytelling,” explained 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.”
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Rising From Historical Challenges
“The Green River brand has seen it all over the past century, and just like our whiskey, we’re built to last,” noted Marino. “Now, we’re ready to chase our first-ever checkered flag.”
The Ambetter Health 400 begins at 3:00 PM ET this Sunday at Atlanta Motor Speedway, where Green River hopes its horseshoe logo brings luck to Yeley and the No. 44 team.
