Dierks Bentley’s whiskey expands US presence
A new sales and marketing partnership with US Beverage (USB) will support national expansion for Dierks Bentley’s Row 94 Bourbon.
Country star Bentley launched Row 94 in September 2024. The whiskey is produced at Green River Distilling in Owensboro, Kentucky.
“Row 94 is a great brand, created by a country music standout and backed by one of the industry’s best distilling teams,” USB CEO Justin Fisch said.
“By joining the US Beverage Spirits Division, Dierks and his team will have access to a full suite of services and relationships that have been built over nearly 30 years. There is no more efficient route to new markets and we are thrilled to work with Dierks to take Row 94 to the next level.”
Row 94 is made with 70% corn, 21% rye, and 9% malted barley. It is bottled at 47% ABV and priced at US$40.
Prior to the deal, the whiskey can be purchased in Tennessee, Kentucky, Florida, Colorado, and Arizona.
Through US Beverage, the whiskey has added Alabama, Arkansas, Connecticut, Delaware, Georgia, Illinois, Indiana, Kansas, Maryland, Michigan, Mississippi, Missouri, Nebraska, New Jersey, New York, North Carolina, Ohio, Oklahoma, South Carolina, Texas, Virginia, Washington, DC and Wisconsin to its market list.
“Since our launch, Row 94 has been well received by whiskey and country music fans,” Row 94 managing partner Miles Scully added. ”As we look to expand beyond our initial markets, it only makes sense to choose a partner who has the relationships and resources that will work for us starting day one.”
The Spirits Business spoke to Bentley at the Nashville launch part for Row 94, with the musician sharing the whiskey influences and drinking traditions that led him to launch his own label.
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