Country music superstar Dierks Bentley and his award-winning whiskey brand, ROW 94, are celebrating Bourbon Heritage Month with two major milestones: the release of the bold new ROW 94 Full Proof Bourbon ($54.99/750ml) and the launch of an interactive Dierks Bentley hologram experience at Louisville Muhammad Ali International Airport (SDF).
Just one year after its debut, ROW 94 continues to make waves in the whiskey world with the introduction of ROW 94 Full Proof—a full-throttle, uncut expression bottled at 120 proof and aged a minimum of four years. Made from a mash bill of 70% Kentucky-grown corn, 21% rye, and 9% malted and row barley, the Full Proof release showcases the same authenticity and grit that define both country music and those who live its values.
Already a Gold medal winner at Fred Minnick’s 2025 Ascot Awards, the bourbon features notes of vanilla, fresh tobacco, and leather on the nose, opening into rich honey sweetness, black pepper, and smoky oak on the palate before finishing with toffee and dark chocolate.
“During the development of our ROW 94 bourbon, I tasted it at full proof – and I instantly knew we had something special,” says Bentley.
“There’s something raw and powerful about the uncut experience that really stuck with me. I love our flagship bourbon at 94 proof, but I’ve been looking forward to sharing this 120 proof expression with our fans ever since.”
The new expression was unveiled this week at historic Green River Distilling Co. in Owensboro, Kentucky—where ROW 94 is made in partnership with Lofted Custom Spirits—with a distillery tour, musical performance, and tasting of all three expressions in the lineup. ROW 94 Full Proof is available now nationwide and online at ROW94whiskey.com.
To mark both Bourbon Heritage Month and ROW 94’s one-year anniversary, Bentley is also bringing a first-of-its-kind experience to bourbon lovers and travelers alike. Starting September 12, visitors passing through Louisville Muhammad Ali International Airport can meet a life-sized Dierks Bentley hologram, which greets guests, shares the story of ROW 94, and points them toward exclusive signed bottles and limited offerings of ROW 94’s Broken Branches Bourbon at the airport’s Distillery District Marketplace, located post-security near 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 launch the hologram experience took place on September 12, with Bentley beaming in live from Nashville to chat with travelers and media. Guests enjoyed tastings, a signed guitar giveaway, and exclusive access to limited ROW 94 releases. Bourbon tastings will continue throughout September and October.
With both the Full Proof release and the airport activation, ROW 94 cements its reputation as a whiskey that blends authentic craftsmanship, bold innovation, and true country spirit.
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. Learn more about ROW 94 at ROW94whiskey.com.
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. Visit www.FlyLouisville.com to learn more.
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Source: Mixology News
