Louis Meyer requested a glass of buttermilk after winning his second Indy 500 race in 1933. After winning his third title in 1936, he requested another glass but instead received a bottle. He was captured by a photographer in the act of swigging from the bottle while holding up three fingers to signify the third win. A local dairy company executive recognized the marketing opportunity in the image and, being unaware Meyer was drinking buttermilk, offered a bottle of milk to the winners of future races. Milk has been presented each year since then apart from 1947-1955.
Source(s):
http://en.wikipedia.org/wiki/Indianapolis_500


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