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  • Jimi Hendrix Inspires Energy Drink

    Tue, 30 Jan 2007 09:19:29

    Jimi Hendrix Inspires Energy Drink - Drink manufacturers seek to bottle (literally) a little of that Hendrix magic.

    Jimi Hendrix Photos

    • Jimi Hendrix - AUSTIN, TX - MARCH 13: Janie L. Hendrix, sister of the late Jimi Hendrix and President/CEO of Experience Hendrix LLC speaks onstage at the U.S. Postal Service unveiling of the Jimi Hendrix Forever® Stamp during South by Southwest (SXSW) on March 13, 2014 in Austin, Texas.
    • Jimi Hendrix - AUSTIN, TX - MARCH 13: - Stamp art director Greg Breeding attends the U.S. Postal Service unveiling of the Jimi Hendrix Forever® Stamp during South by Southwest (SXSW) on March 13, 2014 in Austin, Texas.
    • Jimi Hendrix - AUSTIN, TX - MARCH 13: Broadway performer Mary Bridget Davies performs onstage at the U.S. Postal Service unveiling of the Jimi Hendrix Forever® Stamp during South by Southwest (SXSW) on March 13, 2014 in Austin, Texas.

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    "Are You Experienced?" Energy drink aficionados will now be able to answer a peppy "Yes!" to Jimi Hendrix's immortal question, although they may not quite be on the same page as the late guitar-slinger. A Los Angeles-based company has scored the rights to exploit -- er, utilize Hendrix's image in the promotion of a new energy drink called Liquid Experience.

    Beverage Concepts, the company responsible for this new product, did not choose their deceased pitchman lightly. "Beverage Concepts is committed to providing in our beverage line the same level of excitement, undefined coolness, rock 'n' roll feel and unprecedented taste that is synonymous with the Jimi Hendrix image," said CEO John Glass earlier this month. Like Hendrix's music, Glass said, this energy drink will break down the barriers of class and race. Take that, Red Bull!

    This isn't the first time that Hendrix's likeness or lyrics have wound up in unusual places. He has previously been used to hawk air fresheners and even diapers. Still, at least one of his prominent fans won't be stocking a fridge with Liquid Experience when the drink comes out in April.

    "To see his image and the beautiful feelings it has created during my lifetime cheapened by base advertising is very disappointing to me," Red Hot Chili Peppers bassist Flea told the Los Angeles Times.

    "It's a standard grocery product, not arsenic," countered Hendrix publicist Bob Merlis.

    Provided everything goes well with Liquid Experience, the company is hoping to unveil some more "Hendrix-inspired" products, like vitamin-charged water and a line of herbal tea. Herbal tea? Excuse me while I kiss the sky!

    --The ARTISTdirect Staff
    01.30.07



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