Jimi Hendrix Energy Drink to be Marketed in April

Jimi Hendrix in a 1968 photograph taking a smoke. A new energy drink will utilize his name and image starting in April of 2007.
Originally uploaded by Pan-African News Wire File Photos.

January 24, 2007

Jimi Hendrix Energy Drink in Works

By THE ASSOCIATED PRESS
Filed at 11:03 a.m. ET

CALABASAS, Calif. (AP) -- A new energy drink doesn't promise to give you the juice to play guitar like Jimi Hendrix, but it does hope to give you a ''Liquid Experience.''

Beverage Concepts says its nonalcoholic ''Liquid Experience'' drinks, named for Hendrix's breakthrough album, ''Are You Experienced?'' will debut in April.

The "Are You Experienced" album was released 40 years ago in 1967, the year that Hendrix became an internationally renowned rock star after releasing hit records in Britain and the United States.

The concept is irking some Hendrix fans, many of whom still consider him the greatest guitarist of all time.

''To see his image and the beautiful feelings it has created during my lifetime cheapened by base advertising ... is very disappointing to me,'' said bassist Michael Balzary, better known as Flea of the Red Hot Chili Peppers.

The image of Hendrix, who died in 1970 under mysterious circumstanes in London, has been licensed for products including baby clothing, an air freshener, lava lamp and a Christmas ornament.

Portions of royalties have gone to several educational causes, including the United Negro College Fund, said Bruce Kuhlman, director of licensing and brand development for Authentic Hendrix, the Seattle-based company that controls use of Hendrix's name and images.

Beverage Concepts Chief Executive Josh Glass said his company would honor Hendrix's memory by donating some of the profit from the Liquid Experience to an unidentified music education foundation.

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On the Net:

Authentic Hendrix: http://www.authentichendrix.com

Beverage Concepts: http://www.beverageconcepts.net