Louisville, KY (September 8, 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. Distillery 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 by 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 will take place on Friday,
September 12 at 10 a.m. EST. Beaming in live from his home in Nashville, Dierks will
answer media questions and even chat 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. For any
media who wish to attend, please see below for event access information*. If you
have questions about the event location, please contact Natalie Chaudoin at (502)
475-8084 or Natalie.Chaudoin@FlyLouisville.com.
In addition to the live Dierks beam, there will be a signed guitar giveaway at
10:30 a.m. EST (entrants must be present to win) and ROW 94 tastings in the
rotunda. Bourbon tastings will continue at select times throughout September and
October.
*Event Access Information
All media should arrive no later than 9:30 a.m. EST to the Louisville Regional Airport
Authority Administrative Offices at 700 Administration Drive, Louisville, KY 40209.
This is on airport property, but not at the terminal. (Click here for a map with
directions if needed.) Please proceed to the lobby where transportation will be
provided to the post-security area of the terminal. Contact Natalie Chaudoin at (502)
475-8084 with questions or for directions.
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.
Media Inquiries
ROW 94 Whiskey Jen Neugeboren – jen@neugeborenpr.com
Debbie Rizzo – debbie@drinkpr.com
Dierks Bentley Tyne Parrish – tynep@thegreenroompr.com
Sarah Bennett – sarah@thegreenroompr.com
Louisville Muhammad Ali International Airport (SDF)
Natalie Chaudoin – (502) 475-8084,
natalie.chaudoin@flylouisville.com
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