ROW 94 Whiskey, the spirits label co-founded by country artist Dierks Bentley, has installed a life-sized hologram of Bentley at Nashville International Airport (BNA) through July 31, marking the brand's second airport activation and its first at its founder's home-market hub.
The hologram, positioned in BNA's A/B Rotunda, directs arriving and departing travelers toward sampling opportunities and promotional drink specials at The Pharmacy Burger Parlor, an outpost of the Nashville-based burger concept. The venue is operated at BNA by HMSHost, one of North America's largest airport food-and-beverage concession operators, giving ROW 94 direct access to the airport's high-traffic passenger flow for the eight-week campaign running June 2 through July 31.
Airport retail and concessions have emerged as a high-priority distribution channel for premium and celebrity-backed spirits brands, which benefit from captive audiences, above-average dwell times, and a traveler demographic that skews toward discretionary spending. ROW 94's use of hologram technology adds an experiential layer that distinguishes the activation from conventional shelf placements or point-of-sale signage — a tactic that aligns with broader consumer-experience investment trends seen across the beverage alcohol segment.
HMSHost's role as the operating partner underscores the growing commercial logic of co-branded activations between celebrity spirit labels and established airport concessionaires. The arrangement allows ROW 94 to convert brand awareness into immediate purchase intent at a venue that already carries the trusted Pharmacy Burger Parlor name among Nashville visitors. Similar structures have been observed across food-and-beverage licensing and partnership deals in travel retail, where licensors increasingly seek experiential differentiation over simple listing fees.
ROW 94 has not disclosed the financial terms of the BNA partnership, campaign investment, or projected sales volume for the activation period. The brand has previously deployed hologram technology at at least one other airport location, suggesting a repeatable go-to-market model for future travel-retail expansion.
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 Co-founder of the Proof Awards and the CPG Awards and a partner in numerous consumer brands across the food and beverage sector.
