Look for UK Head Football Coach Mark Stoops on a special Maker's Mark bottle.
There will be 10,000 of them available this Friday as Keeneland kicks off its Spring Meet.
The money raised from the special edition bottles will help support the Gill Heart Institute at U.K. Healthcare.
And it's a cause that hits close to home for Stoops.
His father died of a heart attack at the age of 54.
Fundraiser organizers said the loss left Stoops with a keen awareness of the importance of cardiac care.
Meanwhile Keeneland said this would be the third year for the fundraiser.
After the new bottles are sold, Maker's Mark expects the total contribution to top $500,000.