Dierks Bentley and ROW 94 Whiskey Launch Groundbreaking Hologram Experience in Partnership with Louisville Muhammad Ali International Airport

Louisville, KY – September 12, 2025 – ROW 94 Whiskey, founded by country music superstar Dierks Bentley, is proud to team up with Louisville Muhammad Ali International Airport (SDF) this September and October to offer fans and bourbon lovers a one-of-a-kind surprise. Beginning Friday, September 12, a life-sized Dierks hologram will welcome travelers to Louisville, share the story of ROW 94, and point them towards exclusive signed bottles and limited offerings of ROW 94’s Broken Branches Bourbon at the airport’s Distillery District Marketplace. Distiller District Marketplace is located in the post-security rotunda area, near the entrances to Concourses A and B. 

“We welcome ROW 94 and this unique Dierks Bentley experience to SDF,” said Dan Mann, Executive Director of the Louisville Regional Airport Authority, owner and operator of the airport. “The addition of ROW 94, including the exclusive selection available in the terminal, is the perfect way for thousands of bourbon enthusiasts from around the globe and Dierks Bentley fans to start or end their visit enjoying our state’s signature spirit. SDF is proud to be the gateway to Bourbon Country and provide opportunities like this, showcasing why our airport offers a best-in-class experience to passengers.”

A press event to kick off the hologram experience took place on Friday, September 12 at 10 a.m. EST. Beaming in live from Nashville, Dierks answered media questions and even chatted with travelers passing through the airport. September is not only Bourbon Heritage Month, it also marks one year since ROW 94 launched, becoming one of the industry’s more talked-about new bourbons. 

In addition to the live Dierks beam, there was  a signed guitar giveaway and ROW 94 tastings in the rotunda. Bourbon tastings will continue at select times throughout September and October. 

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About ROW 94 Whiskey

ROW 94 is a Kentucky Straight Bourbon Whiskey, launched in September 2024 by country music superstar Dierks Bentley and crafted with pride at the historic Green River Distilling Co. in Owensboro, Kentucky. ROW 94 uses Three Ingredients and The Truth, reflecting Dierks’ dream to create a bourbon that he and his fans can enjoy on the big nights and everyday gatherings, amplifying the country in us all. Subsequent bottlings include Broken Branches Bourbon, a limited release. 

About Dierks Bentley

Released on June 13, 2025, Dierks Bentley's acclaimed 11th studio album, Broken Branches, is rooted in raw honesty and storytelling, embracing life’s outliers and underdogs with songs about resilience, change, and connection. Praised for its "distinctive and daring sound" (Esquire), the 11-track collection features a cross-generational lineup of collaborators—including John Anderson, Riley Green, Miranda Lambert and Stephen Wilson Jr.—and is a bold reaffirmation of Bentley’s heartfelt grit paired with standout musicianship. After more than 20 years on country’s family tree, the multi-Platinum superstar’s current Top 30 “She Hates Me” is quickly climbing the charts following eight Number One albums, 22 Number One songs and over 9.5 billion global streams, plus 15 Grammy nominations and membership in the historic Grand Ole Opry. Praised for delivering a live show that “blends hits, a genuine onstage ebullience that easily outpaces many of today’s newcomers, and intentional audience engagement” (Billboard), Bentley recently took his 30-city Broken Branches tour to amphitheaters across the country, including a stop at the iconic Madison Square Garden. He also recently launched the Broken Branches Fund, a multi-year initiative in partnership with Music Health Alliance to provide mental health support for the music industry’s creative and touring professionals. Continuing the path built from the ground up, as an entrepreneur, he has four locations of the gastropub and live music venue “Dierks Bentley’s Whiskey Row” and has a Flag & Anthem lifestyle collection "Desert Son.” For more information on new music and upcoming tour dates, visit Dierks.com.

About Louisville Muhammad Ali International Airport (SDF)

Owned and operated by the Louisville Regional Airport Authority, the Louisville Muhammad Ali International Airport (SDF) is the state’s premier airport, serving more Kentuckians annually than any other airport in the Commonwealth. Eight commercial passenger airlines offer nonstop service to more than 35 nonstop destinations from Louisville. SDF is home to UPS Worldport, moving millions of tons of product each year, making it the 3rd busiest cargo airport in North America and 5th in the world. Aviation is an economic powerhouse for the region that generates $12.8 billion in economic impact every year. One in 8 jobs is generated by SDF and Bowman Field and their aviation partners.