Country music superstar Dierks Bentley just turned up the heat in the bourbon world with the launch of ROW 94 Full Proof Bourbon – a 120-proof powerhouse that’s already making waves in the food and beverage industry. Announced today at the historic Green River Distilling Co. in Owensboro, Kentucky, this latest expression marks the third release in Bentley’s growing whiskey portfolio and represents his boldest venture yet into premium spirits.
For food and beverage professionals tracking the latest beverage industry trends, ROW 94 Full Proof isn’t just another celebrity whiskey – it’s a carefully crafted expression that’s already earned a Gold medal in Fred Minnick’s 2025 Ascot Awards before even hitting shelves nationwide.
The Full-Throttle Experience: What Makes ROW 94 Full Proof Special
ROW 94 Full Proof delivers exactly what its name promises – an uncut, unfiltered bourbon experience at a robust 120 proof. During the development of the original ROW 94 bourbon, Bentley tasted the whiskey at full proof and immediately recognized its potential.
“There’s something raw and powerful about the uncut experience that really stuck with me,” Bentley explained during today’s announcement. “I love our flagship bourbon at 94 proof, but I’ve been looking forward to sharing this 120 proof expression with our fans ever since.”
The bourbon maintains the same carefully crafted mash bill as the original ROW 94:
- 70% Kentucky-grown corn for natural sweetness
- 21% rye for spice and complexity
- 9% malted and row barley for depth and character
Aged a minimum of four years in new American White Oak barrels with a Level 4 char, ROW 94 Full Proof embodies the authenticity and craftsmanship that food and beverage directors increasingly seek in their premium spirits selections.
Tasting Notes: A Sensory Journey for Hospitality Professionals
For food and beverage managers looking to understand this bourbon’s profile for their establishments, ROW 94 Full Proof offers a complex and evolving tasting experience:
Nose: Vanilla, fresh tobacco, leather, and subtle clove create an inviting aromatic profile that speaks to the whiskey’s Kentucky heritage.
Palate: Rich honey sweetness dominates initially, followed by touches of raisins and black pepper that add complexity without overwhelming the senses.
Finish: A smoky oak character quickly transforms into notes of toffee and dark chocolate, creating a long, satisfying conclusion that pairs beautifully with premium cigars or dark chocolate desserts.
This flavor profile makes ROW 94 Full Proof particularly appealing for hospitality industry professionals seeking a bourbon that can stand alone as a sipping whiskey while also elevating craft cocktail programs.
The ROW 94 Brand: Building Authenticity in the Food and Beverage Space
The ROW 94 brand reflects Bentley’s commitment to what he calls “Three Ingredients and The Truth” – a philosophy that mirrors country music’s “Three Chords And The Truth” ethos. This approach resonates strongly with food and beverage companies seeking authentic storytelling and transparent sourcing.
The brand name itself carries deep meaning for Nashville’s music community. ROW 94 honors both 1994, the year Bentley moved to Nashville to pursue his music career, and Music Row, the legendary strip where country music dreams come to life. This connection to Nashville’s cultural heritage adds authenticity that beverage industry professionals increasingly value.
Award-Winning Excellence in the Food and Beverage Industry
ROW 94’s commitment to quality has earned recognition from respected industry judges. The Full Proof expression already secured a Gold medal in Fred Minnick’s 2025 Ascot Awards, adding to the brand’s growing list of accolades.
The original ROW 94 bourbon previously earned a Gold medal with 94 points in the 2025 San Francisco World Spirits Competition, establishing the brand’s reputation among food and beverage professionals who rely on third-party validation when selecting premium spirits for their establishments.
These awards matter significantly in the food service industry, where beverage directors and procurement professionals use competition results to guide purchasing decisions and justify premium pricing to management teams.
Strategic Partnerships: Green River Distilling Co. and Authenticity
ROW 94’s partnership with Green River Distilling Co. in Owensboro, Kentucky, through Lofted Custom Spirits, demonstrates Bentley’s commitment to Kentucky bourbon tradition. Unlike many celebrity spirits that obscure their production origins, Bentley transparently includes Green River’s DSP number on bottle labels – a level of openness that food and beverage industry professionals appreciate.
Green River Distilling Co., founded in 1885, brings nearly 140 years of Kentucky bourbon expertise to the partnership. This historical foundation provides credibility that hospitality managers value when building premium beverage programs.
Pricing Strategy and Market Position
At $54.99 per 750ml bottle, ROW 94 Full Proof positions itself in the premium bourbon segment while remaining accessible to a broad range of food and beverage establishments. This pricing strategy reflects careful market analysis – high enough to signal quality and exclusivity, yet reasonable enough for restaurants and bars to maintain profitable margins.
The original ROW 94 bourbon retails for $39.99, creating a clear product hierarchy that allows food and beverage managers to offer both accessible and premium options from the same trusted brand.
Launch Event: Celebrating Craft and Community
Today’s announcement at Green River Distilling Co. featured distillery tours, live music from Bentley himself, and tastings of all three ROW 94 expressions. This celebration exemplifies the experiential marketing that resonates with food and beverage trends favoring authentic, story-driven brands.
The event brought together industry professionals, media representatives, and bourbon enthusiasts, creating the kind of community engagement that successful food and beverage companies increasingly prioritize in their marketing strategies.
Distribution and Availability for Food Service Professionals
ROW 94 Full Proof is available nationwide and online at ROW94whiskey.com, ensuring accessibility for food and beverage managers across diverse markets. This broad distribution strategy supports restaurants, bars, and hospitality establishments seeking consistent product availability for their beverage programs.
The online availability particularly benefits smaller food service operators who may not have access to extensive distribution networks but want to offer premium bourbon selections to their clientele.
Future Implications for the Food and Beverage Industry
The success of ROW 94 reflects broader food and beverage trends toward authenticity, transparency, and premium positioning. As consumers increasingly seek genuine stories behind their favorite products, brands like ROW 94 that combine celebrity appeal with legitimate craftsmanship are finding strong market reception.
For food and beverage professionals, ROW 94’s trajectory demonstrates the continued importance of quality, storytelling, and consistent execution in building sustainable beverage brands. The bourbon’s award recognition and growing portfolio suggest this isn’t just another celebrity spirits venture, but a serious long-term commitment to excellence in the bourbon category.
ROW 94 Full Proof Bourbon represents more than just another product launch – it’s a testament to the power of authentic brand building in today’s competitive food and beverage landscape. For hospitality industry professionals seeking premium spirits that combine quality craftsmanship with compelling storytelling, ROW 94 Full Proof delivers the full package at 120 proof.
Written by Michael Politz, Author of Guide to Restaurant Success: The Proven Process for Starting Any Restaurant Business From Scratch to Success (ISBN: 978-1-119-66896-1), Founder of Food & Beverage Magazine, the leading online magazine and resource in the industry. Designer of the Bluetooth logo and recognized in Entrepreneur Magazine’s “Top 40 Under 40” for founding American Wholesale Floral. Politz is also the founder of the Proof Awards and the CPG Awards and a partner in numerous consumer brands across the food and beverage sector.
