Photo Credit: Flat12 Bierwerks
It is clear since the disappearance of Danica Patrick from the world of Verizon IndyCar Series racing in 2012, that her role as the biggest marketing chip has been filled successfully, by the same driver who replaced her at Andretti Autosport that same year. Even dubbed by some in the media and the sport as “Man-ica,” before becoming the “Mayor of Hinchtown,” Toronto, Canada’s own James Hinchcliffe has filled the role nicely as one of the key faces of the current state of North American open wheel racing. He has public appeal, is good with fans and media, and equally important is successful on the track.
The driver of the No. 5 Arrow Electronics Honda for Schmidt Peterson Motorsports was busy handling promotional duties aimed toward the 100th running of the Indianapolis 500, presented by PennGrade Motor Oil, promoting this week a brand new beer tied to the history of the event. The new brew, dubbed The Bricks, is set to debut in May. Flat12 Bierwerks of Indianapolis, is also set to re-introduce a second alcoholic drink next month called Hinchcliffe Hammerdown.
The first of the two drink options is in honor of the Canadian’s driver comeback to the Verizon IndyCar Series earlier this month at the Firestone Grand Prix of St. Petersburg, Hinchcliffe’s first action since missing last year’s Indianapolis 500 after suffering serious injuries during a practice crash at IMS six days before the race. The two brew options will each be available for a limited time in select bars, restaurants, and package stores throughout the Indianapolis area.
“Flat12 is a fantastic brewery and I’ve been a long-time fan,” admitted Hinchcliffe earlier this week. “When creating the beer four years ago, we decided to go with a lager, an easy-drinking beer for a day at the track. We’ve created a great brew, but for the 100th year celebration, we wanted to go even bigger (with the second brew).”
Hinchcliffe Hammerdown, will feature a crisp and refreshing pilsner-style beer now lagered and cold-stored. It’s smooth, drinkable, and goes down fast. The Bricks, will be similar to that except for the addition of a brick red color, complimented by the addition of milk sugar, to commemorate the tradition of the Indianapolis 500 winner taking a sip from a bottle of milk in Victory Lane and later kissing the famed yard of bricks at the start/finish line.
Of course, it is not just beverages that are adding to the excitement as the big event closes in on just being sixty days from seeing the green flag wave. Other news surrounding potential attendance is also adding to the buzz. The biggest news for Indianapolis Motor Speedway President J. Douglas Boles and INDYCAR CEO Mark Miles, is the fact that this could be the first Indianapolis 500 since 1996 to see a full sellout tickets-wise for race day. Both have admitted this week that availability is becoming limited and in some cases extra suites may need to be created to accommodate all groups as interest in the milestone event has skyrocketed normal potential attendance expectations.
The Speedway does not release actual attendance figures, however the last several years have seen larger chunks of unoccupied seating surrounding the 2.5 mile oval, most notably in the south short chute connecting turns one and two. Although not a guarantee at this time, the times running up to the early 1990s where getting tickets from scalpers well above face value was the only option on race day, could once again become a reality.
Stay tuned to OnPitRoad.com for further news and updates on the Road to the Indianapolis 500.
