A Country Star's Whiskey Is Earning Serious Respect — and Expanding Fast
When Dierks Bentley launched ROW 94 Kentucky Straight Bourbon Whiskey in September 2024, he partnered with the historic Green River Distilling Co. in Owensboro, Kentucky, the 10th oldest distillery in Kentucky. Eighteen months later, the whiskey is still making a strong case that it deserves to be taken seriously — and the industry is starting to agree.
ROW 94 recently earned a 94-point rating from Wine Enthusiast magazine, one of the most respected voices in the beverage world. That score puts it among the highest-rated new bourbons in the country, and at $39.99 for a 750ml bottle, it's also one of the more accessible options on the shelf. Wine Enthusiast described it as having "a spicy finish — clove, cinnamon, cayenne — plus a grind of sea salt sets the mouth watering." That's not the kind of language reviewers use for whiskeys they're doing a favor.
The accolades don't stop there. ROW 94 has pulled in Gold ratings from Fred Minnick's Ascot Awards, the Denver International Spirits Competition, and the San Francisco World Spirits Competition. It also earned a Silver at the International Wine & Spirits Competition. For a brand that's barely a year old, that's a serious collection of hardware.
Built at One of Kentucky's Most Historic Distilleries
ROW 94 isn't made at some anonymous contract facility. The bourbon is crafted at Green River Distilling Co. in Owensboro, Kentucky — the state's 10th oldest licensed distillery. Bentley produced it in partnership with Lofted Custom Spirits, and the collaboration has clearly been thoughtful from the start.
The name itself carries weight. ROW 94 reflects three ingredients and what the brand calls "The Truth," a philosophy built around keeping things honest and straightforward. Bentley has talked about wanting to make a bourbon he and his fans could drink on big occasions and regular Tuesday nights alike — not a showpiece that lives on a shelf.
Broken Branches Gets a Second Run — and a Bigger Map
Now heading into its second year, ROW 94 is expanding its limited-edition Broken Branches release to eleven states: Arizona, Colorado, Florida, Georgia, Illinois, Indiana, Kentucky, New York, South Carolina, Tennessee, and Texas.
Broken Branches is a more serious proposition than the flagship bottle. Bottled at 100 proof and aged five years, it goes through what the brand calls "Branch Aging" — a process where time-worn, fire-toasted oak staves seasoned for up to 24 months are rested inside the barrels during aging. The goal is to push deeper flavors and complexity into the whiskey beyond what standard aging alone would produce. At $99.99 for a 750ml bottle, it's priced as a special occasion pour, but the method behind it gives buyers something to talk about.
Both Broken Branches and the flagship ROW 94 are produced at the same Green River Distilling Co. facility, maintaining consistency across the lineup.
Full Proof Rounds Out the Lineup
Beyond the flagship and Broken Branches, Bentley has added a third expression: ROW 94 Full Proof, priced at $54.99 for a 750ml bottle. Barreled at 120 proof and aged a minimum of four years, it's the most intense offering in the range — uncut and unapologetic. The Full Proof also earned a Gold medal in Fred Minnick's Ascot Awards, giving the entire ROW 94 lineup at least one major medal apiece.
For drinkers who want to explore the range from bottom to top, there's now a clear path: start with the flagship at $39.99, step up to Full Proof at $54.99 for more heat and depth, and reach for Broken Branches at $99.99 when the occasion calls for something extra.
Bentley Brings the Whiskey on the Road
ROW 94 will have another major visibility boost this summer when Bentley launches his OFF THE MAP TOUR in June. The whiskey is traveling with him as the official companion to the shows, and Bentley has been known to sign bottles and share drinks with fans along the way. For a bourbon brand still building its national identity, that kind of grassroots, face-to-face presence is hard to buy.
Bentley is no stranger to the spirits world. He's been operating four locations of his gastropub and live music venue, Dierks Bentley's Whiskey Row, for years. ROW 94 is a natural extension of that world — not a side hustle, but a continuation of a longer project.
"That recognition matters," Bentley said of the awards and ratings. "Not because it looks good in a headline, but because it represents the long days, hard work, and attention to detail that go into every bottle."
More Than a Marketing Play
What separates ROW 94 from the crowded field of celebrity-backed spirits is the specificity of the operation. The Green River Distilling Co. has genuine history behind it. The Branch Aging process used for Broken Branches isn't a buzzword — it's a production choice that adds real time and cost. The scores from credible, independent competitions aren't self-reported.
Bentley, who has spent more than two decades building a career in country music — eight number-one albums, 22 number-one songs, over 9.5 billion global streams, and 15 Grammy nominations — approaches ROW 94 the same way he's approached his music: with an eye on longevity rather than a quick splash.
The bourbon market is crowded. Kentucky alone has hundreds of licensed distilleries, and new labels hit shelves constantly. Most fade quickly. ROW 94's early trajectory — credible production partners, independent competition wins, a growing lineup, and a national expansion in its second year — suggests it's not headed that direction.
For anyone who dismissed it as a country star cashing in on the bourbon boom, the scorecards are starting to tell a different story.
