Country music star Dierks Bentley will appear as a life-sized hologram at Louisville Muhammad Ali International Airport starting this month, marking the one-year anniversary of his ROW 94 whiskey brand with an interactive display that greets travelers and directs them to exclusive signed bottles.
Dierks Bentley’s ROW 94 Debuts Airport Technology
The hologram installation represents a first for the Louisville airport, combining celebrity marketing with bourbon tourism. Located in the post-security rotunda between Concourses A and B, the virtual Bentley will share the story behind ROW 94 and guide visitors to the Distillery District Marketplace, where limited-edition Broken Branches Bourbon bottles await purchase.
The September 12th launch event featured Bentley beaming in live from Nashville at 10 a.m. EST to answer media questions and interact with passing travelers. A signed guitar giveaway followed at 10:30 a.m. The airport will offer ROW 94 tastings in the rotunda during select times throughout September and October.
“We welcome ROW 94 and this unique Dierks Bentley experience to SDF,” said Dan Mann, Executive Director of the Louisville Regional Airport Authority. “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.”
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The timing coincides with both Bourbon Heritage Month and the first anniversary of ROW 94’s launch. Since its debut, the brand has generated significant attention in the competitive bourbon market. The airport activation demonstrates how celebrity-backed spirits brands are exploring new ways to reach consumers beyond traditional retail channels.
Louisville’s position as the gateway to Kentucky’s bourbon country makes it a strategic location for the campaign. The airport serves thousands of bourbon tourists annually who visit the region’s distilleries and heritage sites. By positioning the hologram experience in the main terminal area, ROW 94 ensures maximum visibility for both arriving and departing passengers.
The exclusive airport offerings include signed bottles unavailable elsewhere, creating a collectible opportunity for fans of both Bentley’s music and bourbon. The Broken Branches Bourbon represents a premium tier within the ROW 94 portfolio, targeting serious collectors and enthusiasts.
For Louisville airport, the partnership reinforces its commitment to showcasing Kentucky bourbon culture while offering travelers unique experiences.
The hologram will remain active through October, with specific tasting schedules available through the airport’s information services.
