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. 

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,” Dan Mann, Executive Director of the Louisville Regional Airport Authority, owner and operator of the airport, said in a news release. “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. 

What a Friday at SDF! ✈️🎶 Travelers passing through the terminal got a special surprise as country music superstar Dierks Bentley made a one-of-a-kind hologram appearance to share his @Row94Whiskey. 🥃✨

Thanks to everyone who stopped by to experience this unique event!… pic.twitter.com/WtrmFQOY3Z

— FlyLouisville (SDF) (@FlyLouisville) September 13, 2025

Read more: U.S. Beverage Signs Deal with Dierks Bentley’s ROW 94

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. For more information, visit https://row94whiskey.com/.