PriceWeber Launches ROW 94 Whiskey Hologram Experience at Louisville Muhammad Ali International Airport Featuring Country Music Superstar Dierks Bentley

Fans know that meeting country music superstar Dierks Bentley in person, whether backstage at a concert or during a meet and greet, is an unforgettable experience. Now, travelers at Louisville Muhammad Ali International Airport can enjoy a taste of that connection anytime, thanks to a life-sized Dierks Bentley hologram that greets passengers.

To bring that same energy to more people, PriceWeber created a hologram activation for ROW 94, Bentley’s Kentucky Straight Bourbon Whiskey. Now through the end of October, travelers passing through the Louisville Muhammad Ali International Airport (SDF) are greeted by a life-sized Dierks Bentley hologram that shares the story of ROW 94 and directs visitors to signed bottles and limited offerings available at the airport’s spirits retailers.

“ROW 94 was born from Dierks’ dream to create a bourbon that amplifies the country within every American – this goes even deeper than country music,” said Robert Trinkle, senior vice president, PriceWeber. “But the brand also faced a unique marketing challenge: how can Dierks connect with bourbon drinkers outside the concert experience or meet and greets? By using hologram technology, we were able to deliver a more personal and memorable interaction than traditional point-of-sale ever could. And when bourbon fanatics land in Louisville, it’s Dierks and ROW 94 that welcome them to Bourbon Country, making an invaluable first impression for the brand. ”

“Proto Hologram makes it possible for people to beam themselves anywhere in the world to connect in real time,” said David Nussbaum, founder and chairman of Proto Inc. “Bringing Dierks Bentley to Louisville travelers through hologram technology is exactly the type of innovative experience our platform was built to deliver. It’s a powerful example of how holograms can amplify both human connection and brand storytelling.”

As part of the activation and in recognition of September being Bourbon Heritage Month, ROW 94 hosted sampling events in the airport’s Rotunda, coinciding with two major music festival travel schedules – Bourbon & Beyond and Louder Than Life. Additional sampling will take place throughout the fall as the hologram remains on display, giving travelers continued opportunities to experience the brand. The activation has already delivered strong results, driving a surge in   by moving three months’ inventory in just the first two hours during the first tasting event. To further engage fans, ROW 94 is also giving away a signed Dierks Bentley guitar to one lucky airport traveler, as an additional strategy to capture consumer data during the airport activation.

“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.”

The initiative also commemorates the anniversary of ROW 94’s launch in September 2024, underscoring the brand’s commitment to creating authentic experiences that reflect Bentley’s vision for his bourbon.