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When the NTT INDYCAR SERIES races come to Milwaukee later this summer, you might notice that one team is sporting a familiar logo.
The team led by Juncos Hollinger Racing, which includes driver Lindsay Brewer (appropriately), has inked a sponsorship deal to promote Old Milwaukee Non-Alcoholic near-beer.
Brewer is the first American female racer to compete full-time in the INDY NXT series in more a decade.
There are two NTT INDYCAR SERIES races at The Milwaukee Mile this summer: on Aug. 31 and Sept. 1.
The Old Milwaukee lager brand was launched by Schlitz right after repeal and it hit the shelves in 1934. It was aimed at the budget beer market.
The brand went to Detroit when Stroh’s bought Schlitz in 1982, and then in 2000, Pabst – which by then no longer operated its own brewery but contract brewed its brands at other facilities – bought all of the Stroh’s labels, including Old Milwaukee.
Nowadays, in addition to Old Milwaukee, Pabst makes an Old Milwaukee Light and this Old Milwaukee Non-Alcoholic. They are brewed by La Crosse-based City Brewery.
The new deal stems from an earlier sponsorship of the Hollinger/Allebach 5W race team led by Juncos Hollinger Racing co-owner Brad Hollinger.
“The all-American brand is a fantastic fit for the American-based racing series, and through this partnership, we will be able to share the value of promoting responsible drinking at racetracks around the country,” Hollinger says.
Old Milwaukee Non-Alcoholic imagery is emblazoned on Brewer’s racing suit and also on both side of the front wing of the No. 76 Indy NXT entry.
“Old Milwaukee has a strong heritage in the world of Race Car driving. We’re dedicated to honoring that legacy in a refreshing way by introducing Old Milwaukee’s Non-Alcoholic option to fans,” says Nitasha Chopra, Old Milwaukee's brand manager.
“We’re incredibly excited to be partnering with Juncos Hollinger Racing and working with Lindsay Brewer on this campaign. Lindsay embodies the essence of Old Milwaukee, showcasing the spirit of American excellence in this esteemed Indy NTX racing league.”
Born in Brooklyn, N.Y., where he lived until he was 17, Bobby received his BA-Mass Communications from UWM in 1989 and has lived in Walker's Point, Bay View, Enderis Park, South Milwaukee and on the East Side.
He has published three non-fiction books in Italy – including one about an event in Milwaukee history, which was published in the U.S. in autumn 2010. Four more books, all about Milwaukee, have been published by The History Press.
With his most recent band, The Yell Leaders, Bobby released four LPs and had a songs featured in episodes of TV's "Party of Five" and "Dawson's Creek," and films in Japan, South America and the U.S. The Yell Leaders were named the best unsigned band in their region by VH-1 as part of its Rock Across America 1998 Tour. Most recently, the band contributed tracks to a UK vinyl/CD tribute to the Redskins and collaborated on a track with Italian novelist Enrico Remmert.
He's produced three installments of the "OMCD" series of local music compilations for OnMilwaukee.com and in 2007 produced a CD of Italian music and poetry.
In 2005, he was awarded the City of Asti's (Italy) Journalism Prize for his work focusing on that area. He has also won awards from the Milwaukee Press Club.
He has be heard on 88Nine Radio Milwaukee talking about his "Urban Spelunking" series of stories, in that station's most popular podcast.
