ROW 94 Whiskey, founded by country music star Dierks Bentley, placed a life-size hologram of Bentley in two airports to greet travelers, tell the story of the brand and point them to places where ROW 94 could be sampled or bought.
Louisville, 2025
The first installation ran at Louisville Muhammad Ali International Airport (SDF) in Kentucky, where ROW 94 is made, from 12 September through October 2025. The hologram stood in a branded display cabinet in the post-security rotunda near Concourses A and B. It directed travelers to signed bottles and limited offerings of ROW 94's Broken Branches Bourbon at the airport's Distillery District Marketplace.
On the opening day, 12 September, Bentley beamed in live from Nashville to talk with local media and answer questions from passengers about his music and ROW 94, in real time through the display. Louisville Regional Airport Authority Executive Director Dan Mann introduced him at the event. An event photo also shows the cabinet displaying a ROW 94 bottle with the slogan "Three Ingredients & The Truth".
Nashville, 2026
The hologram then moved to Nashville International Airport (BNA), its second airport location. According to the release, it was scheduled to run from 2 June to 31 July 2026 and to point travelers toward sampling and drink specials at The Pharmacy Burger Parlor in the A/B Rotunda, operated by HMSHost. Metropolitan Nashville Airport Authority President and CEO Doug Kreulen described the installation as an authentic Nashville experience supporting the airport's commitment to enhancing the passenger experience.
Deployment at a glance
- Brand: ROW 94 Whiskey, with Dierks Bentley as founder and the featured figure
- Venues: Louisville Muhammad Ali International Airport (September to October 2025) and Nashville International Airport (scheduled 2 June to 31 July 2026)
- Venue hosts: Louisville Regional Airport Authority and Metropolitan Nashville Airport Authority
- Purpose: brand storytelling and directing travelers to ROW 94 products and tastings in the airports
