"Bentley said he wanted to bring out a "special occasion bourbon," but one that would stay at a reasonable price. It's $54.99, slightly higher than the regular ROW94 expression. Bentley, in an interview, said he's conscious that his fans are, like himself, "Busch Light beer drinkers" and wanted the release to be affordable yet good. Bentley said the relationship with Green River developed organically a few years ago."
""Hank Williams Jr. drank Jim Beam, and you get into Hank Jr., and you get into whiskey." Coming to the distillery, he said he enjoyed learning about different flavors. "I love the way it tastes ... kept coming back up here, visiting and hanging out," he said. "This place just felt like home. ... It felt like me, kind of looks like my guitar, weathered in a good way.""
Dierks Bentley introduced ROW94 Full Proof, a 120-proof expression produced at Green River Distillery, following the original ROW94 and the limited Broken Branches release. The Full Proof is priced at $54.99 and positioned as a special-occasion bourbon that remains affordable for Bentley's fanbase. The partnership with Green River grew from Bentley's Whiskey Row bar connection and his interest in Green River's bourbon. The launch blended music and spirits with a Moonlite Bar-B-Q, whiskey tasting, distillery tour and performances. Bentley signs bottles, features the label on tour, and emphasizes approachable, working-man whiskey appeal.
Read at Boston Herald
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