September is not only Bourbon Heritage Month, but it evidently also marks one year since the launch of ROW 94 Whiskey, founded by country music singer and songwriter Dierks Bentley.

To mark the month, Bentley and his bourbon teamed up with Louisville Muhammad Ali International Airport (SDF) to install a life-sized Dierks hologram in the airport’s post-security rotunda area.

The hologram welcomes travelers to Louisville, tells them the story of the ROW 94 whiskey and directs them to the airport’s District Distillery Marketplace, where signed and limited-edition bottles are available for purchase.

To celebrate the two-month promotion, on Friday, September 12, the real Dierks beamed in live to SDF from Nashville and gave away a guitar, so no doubt there were plenty of passengers doing double takes.

Photo Credit: Dan Dry / PriceWeber

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