By 1956, the milk returned as a ritual as milk companies became sponsors of the race purse and handed a bottle of milk to the winner to promote their product. A sponsorship of currently $10,000 now paid out by the American Dairy Association if the winner sips the milk in victory lane. In 1993, Emerson Fittipaldi drank orange juice instead of milk after his victory. The snub drew considerable ire from fans. Later he took a sip of milk, at the urging of his car owner Roger Penske. Fittipaldi owned citrus farms in Brazil, and wished to promote his industry. As a result, he was booed in driver's introductions the following week by the crowd in Milwaukee, Wisconsin, in the heart of "America's Dairyland." In 1981, Bobby Unser also did not drink the milk in victory lane. After Unser was tentatively stripped of his victory, Mario Andretti sipped from a bottle of milk the next morning during the traditional photo shoot.