Indiana’s largest beer, wine, and spirits retailer, Big Red Liquors, is celebrating the Month of May by adding the names of its best customers to their logo on the side of Verizon IndyCar Series driver Jay Howard’s No. 7 One Cure Schmidt Peterson Motorsports Honda. Howard will meet the 500+ customers selected during a special store event on May 21 at 6:00 p.m. at Big Red Liquors Cask Strength in Greenwood.
“The idea started a year ago when we put our VIP customer’s names on a bourbon label, and everyone loved it,” said Matt Colglazier, VP of Merchandising for Big Red Liquors. “When our owner, a close friend of Jay [Howard] told us about this year’s sponsorship we thought it would be a natural fit. Why not include our best customer’s names in the shape of the Big Red logo on Jay’s car?”
For lifetime IndyCar fan and Big Red customer Steve Hauser it is a once in a lifetime experience. “I’ve been coming to the track every May since I was a kid, but never in my wildest dreams did I think my name would be on an Indy car,” said Hauser.
Although motorsports is often about big dollar sponsorships, it can also be about personal relationships. Mark McAlister, Big Red’s owner since 1972, has also been a lifelong race fan. Having befriended Jay through his wife Courtney, a local spirits rep, many years ago, McAlister’s interest eventually lead to a sponsorship opportunity, which has now been extended to the Big Red family of customers.
“We don’t exist without our customers,” stated Big Red Liquors President Don Rix. “Whenever we get a chance to involve them in something we’re doing, including sponsorships, we get excited,” stated Rix. “With one store firmly established in Speedway, and another on the way it’s a natural fit to support the greatest sporting event in the country.”
Big Red Liquors VIPs were asked to voluntarily submit their names for imprint within the Big Red logo on Jay Howard’s livery. No purchase was necessary to participate.