Jimi Hendrix Energy Drink in Works

By THE ASSOCIATED PRESS

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 concept is irking some Hendrix fans, many of whom still consider him the greatest guitarist of all time.
The image of Hendrix, who died in 1970 from a drug overdose 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.

I am personally against this new concept because such a great musician could definitely be remembered by things that are more meaningful than an energy drink. This idea is purely based on marketing and the drink company's desire to become more popular. Unfortunately, I believe that the product will be unsuccessful and instead Hendrix should be honored in another way such as a concert hosted by current rock musicians and money spent for tickets and drinks should be given to a foundation of their choice.

For more information:

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

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

By Marine Ravera