A Serious Bourbon That Doesn’t Take Itself Too Seriously: Dierks Bentley’s ROW 94
Holly Riddle
In 2024, country music sensation Dierks Bentley launched ROW 94, a brand-new bourbon crafted at Green River Distilling Co. in Owensboro, Kentucky. This is not just some other celebrity-endorsed spirit, though. Since the brand’s conception, Bentley has been adamant that he’s not merely a face behind a product. As co-owner of ROW 94, this endeavor is deeply personal for him, from the branding (the name is a nod to Nashville’s Music Row, as well as the year Bentley moved to the city to pursue his career) to the flavor profile to the price tag.
“I spent a lot of time researching, tasting and learning about the process. I was there from start to finish and really enjoyed getting to watch the folks at Green River over the years do what they do so well,” he said.
This hands-on approach and intentionality, he told us, is what makes ROW 94 stand apart on the store shelf — as does its cost. Bentley specifically wanted to create a bourbon that balances quality with affordability (and that quality is confirmed by Wine Enthusiast’s recent 94 — fitting — out of 100 rating for the bourbon).
The result is what’s been called a “workingman’s whiskey.” Bentley explained this distinction further, “I wanted it to be affordable — something you can pour without having to save it for a special occasion. But, I also wanted to include The Thunderbird on the bottle as a symbol [of] folks who believe in hard work, truth, pride, freedom and making the most out of every day. ROW 94 is for the people who show up, put in the work and still find time to raise a glass at the end of it all.”
With all of Bentley’s ties to Nashville, though, why did he specifically choose a Kentucky spirit when Tennessee has its own whiskey culture?
Bentley boasts a long-time passion for Kentucky bourbon, so he said anything else was never really an option. The key was finding the right partner to get the job done and, ultimately, Green River Distilling sealed the deal. The 10th-oldest licensed distillery in the state, it offers an authenticity and legacy that matched what Bentley was looking for as he entered the spirits arena.
“When I toured Green River, it immediately felt right — no cutting corners, lots of history, all about the craft. It reminded me a lot of how I approach music,” he said. “I knew I wanted a four-year-old Kentucky straight bourbon at 94 proof, with no shortcuts to speed up the aging process, and Green River had the track record to do it the right way. In the end, it just felt like a natural fit.”
For those who’ve yet to give ROW 94 a try, Bentley described it as having a bit of a bite, but also complexity and character from the aging process, with notes of vanilla, toffee, green apple, honey and tobacco. It’s a good whiskey for sipping neat at home, he mentioned, but as for his favorite way to imbibe?
“When I’m out on the road with the guys and girls in my band and crew, we pour ROW 94 in a red solo cup right before going on stage,” he explained. “Good whiskey, good songs, great fans and the road family I’ve been playing music with for years.”
If that’s not really your style, though, try a Dierks’ lemonade. It’s a perfect springtime cocktail that comes together in a snap (and be sure to check out Bentley at the BankNH Pavilion in Gilford, New Hampshire, on July 9).
Dierks’ Lemonade
Ingredients:
- 1.5 oz. Row 94 Whiskey
- 0.75 oz. simple syrup
- 0.75 oz. lemon juice
- 3 raspberries
- Splash of lemonade
- Splash of soda water
- Skewered raspberries
- Lemon Wheel
Instructions:
Combine all ingredients except soda water and lemonade in a shaker tin with ice. Shake vigorously to break up the three raspberries and dumb into beer can glass (do not strain). Add additional ice if needed. Top off with equal parts lemonade and soda water. Garnish with 2 Skewered raspberries and a lemon wheel.
