Winners Drink Milk is at the center of a new effort to connect Indiana’s dairy farmers with student-athletes statewide through a partnership with the Indiana High School Athletic Association.
According to the American Dairy Association Indiana, IHSAA state championship winners now receive a bottle of milk as part of their title celebrations. The gesture is intended to spotlight dairy’s role in sports nutrition and to build a direct link between athletes, fans, and the state’s dairy community.
Brooke Williams of the American Dairy Association Indiana said the initiative is designed to bring people closer to the farm and to the work of Hoosier producers. “It’s all about how we can connect people back to the farm,” she said. “How do we get people to understand that there are dairy farms in the state of Indiana to learn more about our cows and cow comfort. People are more willing to listen and hear why dairy is an important part of our livelihood.”
Winners Drink Milk promotes nutrition
Williams said the Winners Drink Milk campaign aims to help consumers better understand the nutritional value of milk. “One glass of milk has 8 grams of protein and 13 essential nutrients,” she said, adding that building healthy habits early can lead to long-term benefits for young people as they grow into adulthood.
Since 2025, more than 23 state championship teams have toasted their victories with an ice-cold bottle of milk. The IHSAA partnership is scheduled to run through 2027, and Williams said discussions are underway that could extend the program on a permanent basis.
Audio: Brooke Williams, American Dairy Association Indiana