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 [email protected].
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.
