6
venues across the touring program
45
earned-media placements
4.5M+
estimated earned-media views
Challenge
Dierks Bentley tours year-round. So how do you give ROW 94 a personal, face-to-face Dierks moment in the places the brand most needs to win, from its home distillery to Bourbon Country’s busiest airports and Derby season? Every other bourbon brand was hanging printed banners in the airport. ROW 94 needed something no traveler could walk past.
The Idea
Beam the star into the real world. PriceWeber conceived and produced a first-of-its-kind, life-sized Dierks Bentley hologram to create a personal consumer experience at a scale that was previously unimaginable. The experience was novel enough to become a story in its own right, earning media attention far beyond what a static airport display could generate. Built as a reusable, travel-ready asset, the hologram could tour Bourbon Country’s biggest moments throughout the year.
The Work
PriceWeber conceived and produced the hologram, then toured it across Bourbon Country’s marquee moments in partnership with each venue. It debuted at Green River Distillery in Owensboro, ROW 94’s home, through summer 2025. From there, it moved to Louisville Muhammad Ali International Airport (SDF) for September and October, timed to Bourbon Heritage Month, ROW 94’s first anniversary and some of the city’s biggest music festivals. At SDF, it welcomed travelers and directed them to exclusive signed bottles at the terminal’s Distillery District Marketplace. A live press event launched the airport activation, with Dierks beaming in from Nashville. The program also included a signed-guitar giveaway and recurring tastings.
From there, it kept moving. In February 2026 it headlined the inaugural Kentucky Bourbon Country ‘Grand Reveal’ at Louisville’s Frazier History Museum, then returned to SDF for Kentucky Derby season. In June and July it crossed state lines to Nashville International Airport, standing steps from the terminal’s Pharmacy Burger, where travelers could order ROW 94’s signature Dierks’ Lemonade on the spot, en route to Music City moments like CMA Fest and Bonnaroo. Most recently, the hologram was featured in the lobby of The Grand Ole Opry to toast the Opry 100-year anniversary.
The Results
The hologram drew crowds, moved product and earned media far beyond its physical footprint.
The clearest proof was at the register. At Green River Distillery, the hologram sold the distillery completely out of its signed ROW 94 (94 Proof) for the entire installation. At Louisville’s SDF airport, the post-press-event activation sold through two months of inventory in a single day. At a working distillery and a major airport retail location alike, the spectacle converted attention into purchases, the outcome every activation hopes for but few can document.
It was a media magnet, too. Across the tour, the hologram generated 45 dedicated earned-media placements and more than 4.5 million estimated views. The September 2025 Louisville launch alone drove 24 pieces of coverage, led by a NewsBreak feature (104K views) and American Songwriter (27.6K), with WLKY, WHAS11 and WAVE3 all covering the ‘hologram surprise’ greeting travelers at SDF, and trade press (Retail Technology Innovation Hub, Airport Improvement) carrying it to retail and aviation decision-makers. When the hologram reached Nashville in June 2026, it earned another 19 placements and 4.36 million estimated views on national syndication.
The addition of ROW 94… 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.
Dan Mann, Executive Director, Louisville Regional Airport Authority
In the Press
Selected coverage from the hologram tour: