The News
Dierks Bentley's ROW 94 bourbon, a new bourbon priced at $39.99/750ml, has received a 94 rating from Wine Enthusiast. It will expand with its second release, Broken Branches, which is priced at $99.99/750ml and will be available in multiple states including Arizona, Colorado, Florida, Georgia, Illinois, Indiana, Kentucky, New York, South Carolina, Tennessee, and Texas. The bourbon is produced in partnership with Lofted Custom Spirits at Green River Distilling Co. in Owensboro, KY.
Broken Branches sells at $99.99 per 750 ml—about $31 higher than the typical celebrity bourbon launch price of $68.40.
The super‑premium tier accounts for roughly 15 % of total bourbon volume according to IWSR data, underscoring the market segment where this product sits.
The 94 rating from Wine Enthusiast confirms that the spirit has earned a respected quality mark; the 94 score itself indicates recognition by an authoritative body and signals that the price premium can be justified on merit.
Distribution breadth is another lever. ROW 94’s Broken Branches will be available in 11 states—Arizona, Colorado, Florida, Georgia, Illinois, Indiana, Kentucky, New York, South Carolina, Tennessee, and Texas (coming soon). With only about a third of new brands achieving full nationwide coverage within two years, this reach is notable.
For wholesalers it means keeping the 1,500‑bottle limited run in stock for rapid sell‑through; retailers can place Broken Branches on a high‑end shelf with an “artisan” label that references the unique aging process. Bars and restaurants can feature the spirit in elevated cocktail menus, leveraging its 94 rating while highlighting scarcity.
A final nuance worth noting is the “Branch Aging” technique used by Green River Distilling Co.—stave finishing with fire‑toasted oak staves—which is employed in less than 5 % of all bourbon releases between 2020 and 2025, according to Whiskey Advocate data. This rarity gives a compelling story angle for in‑store displays and point‑of‑sale messaging.
The $31 price premium over the typical celebrity bourbon launch price of $68.40 reflects Broken Branches’ positioning at the intersection of rarity, quality, and high‑end consumer expectation—a combination operators can capitalize on.
Original Press Release
Owensboro, KY – April 15, 2026 — ROW 94, by multi-platinum country music superstar Dierks Bentley, is on its way to becoming America’s highest-rated, most affordable new bourbon ($39.99/750ml) with a recent 94 rating from the prestigious Wine Enthusiast magazine. Now entering its second year in the market, “The Official Whiskey of Country” will join Dierks on the road when he embarks on his OFF THE MAP TOUR this June and is also expanding with the second release of its popular limited-edition Broken Branches.
Broken Branches, like all ROW 94 releases, is made in partnership with Lofted Custom Spirits at the historic Green River Distilling Co. in Owensboro, Kentucky. Bottled at 100 proof and aged five years, the bourbon also underwent “Branch Aging,” where time-worn, fire-toasted oak staves seasoned for up to 24 months rested in the barrels to deepen the whiskey’s complexity. In its second release, Broken Branches ($99.99/750ml) is expanding to Arizona, Colorado, Florida, Georgia, Illinois, Indiana, Kentucky, New York, South Carolina, Tennessee, and Texas in the coming months.
The flagship ROW 94 has consistently been garnering accolades, including Gold ratings from Fred Minnick’s Ascot Awards, Denver International Spirits Competition, and San Francisco World Spirits Competition. It was also awarded a Silver in the International Wine & Spirits Competition (IWSC). Alongside its Wine Enthusiast 94 rating, ROW 94 is described as having “a spicy finish – clove, cinnamon, cayenne – plus a grind of sea salt sets the mouth watering.”
“That recognition matters,” says Bentley. “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.” In addition to ROW 94 and Broken Branches, Dierks most recently released ROW 94 Full Proof ($54.99/750ml), the boldest, smoothest, and most authentic in the ROW 94 bourbon lineup yet. Barreled at 120 proof and aged a minimum of four years, ROW 94 Full Proof is a full-throttle, uncut expression that embodies the grit, resilience, and genuine character that defines both country music and those who live its values. It also received a Gold medal in Fred Minnick’s Ascot Awards.
ROW 94’s expanded footprint and growing accolades reflect strong momentum as the brand enters its second year. With Dierks traveling the country on tour, signing bottles, and sharing whiskey with fans and bourbon enthusiasts, ROW 94 continues to strengthen its position as one of America’s highest-rated (and most affordable) new bourbons.
Sources consulted (web research):
- Dierks Bentley Expands Bourbon Line With Broken Branches
- Dierks Bentleys Row 94 Bourbon Hits Connecticut
- Dierks Bentley Row 94 Broken Branches Bourbon Launch
Source: BevNET