1993 Indy winner Emerson Fittipaldi drank orange juice instead and was considered a "villain" in racing circles lol.
From Wikipedia:
The race saw him break Indianapolis victory lane tradition when he drank a celebratory bottle of orange juice instead of the traditional bottle of milk. He was only the second driver to not drink milk at Indianapolis since the tradition was founded in 1936 (and firmly established in 1956). Fittipaldi owned several orange groves in his native Brazil, and wanted to promote the citrus industry. He was widely criticized and ridiculed for the action, even though he later took a sip of milk after the television cameras were off.
Fan reaction to the milk snub was highly negative, and he was booed a week later at
Milwaukee. In the years that followed, many fans continued to hold the action against him. In interviews since, Fittipaldi explained his action, and apologised for the wave of negativity that followed. Fittipaldi returned to Indianapolis to drive the
Chevrolet Corvette Pace Car for the
2008 Indianapolis 500. Despite coming clean, he was again booed and heckled by some fans during the Public Drivers' Meeting.