Advertising

The Seattle Times Company

NWjobs | NWautos | NWhomes | NWsource | Free Classifieds | seattletimes.com

The Seattle Times

Local News


Our network sites seattletimes.com | Advanced

Originally published January 24, 2007 at 12:00 AM | Page modified January 24, 2007 at 2:16 PM

E-mail article     Print view

California company to market Jimi Hendrix energy drink

A new energy drink doesn't promise you'll have the juice to play guitar like Jimi Hendrix after taking a sip, but it does hope to give you a "Liquid Experience."

The Associated Press

CALABASAS, Calif. — A new energy drink doesn't promise you'll have the juice to play guitar like Jimi Hendrix after taking a sip, but it does hope to give you a "Liquid Experience."

Beverage Concepts, a new Calabasas company, recently announced it will launch a line of nonalcoholic drinks named for the title of Hendrix's breakthrough album, "Are You Experienced?"

Liquid Experience drinks are set to go on sale in April, but the concept is already irking some fans of the performer, a Seattle native whom many consider one of the greatest rock guitarists 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 name and image of Hendrix, who died in 1970 following a drug overdose in London, have been licensed to many companies for products including baby clothing, an air freshener, a lava lamp and a Christmas ornament.

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 unnamed music education foundation.

Bruce Kuhlman, who is director of licensing and brand development for Authentic Hendrix, the Seattle-based company that controls use of Hendrix's name and images on products, said portions of other royalty deals have gone to several educational causes, including the United Negro College Fund.

Copyright © 2007 The Seattle Times Company

More Local News headlines...

E-mail article Print view      Share:    Digg     Newsvine

advertising

Bombs, guns found at home of suspect in Officer Brenton's slaying

How an underdog named Mike McGinn took City Hall

Danny Westneat: Lee the Horse Logger found slow wagon shrank tumor

Parents want answers on new Seattle school boundaries

3 Cascade Mountain passes close due to snow; more rain, wind expected Sunday

Advertising

Video

Mourners gather at KeyArena for slain officer's memorial
Mourners gathered at KeyArena for the memorial service of Seattle police Officer Timothy Brenton on November 6, 2009.

Procession for slain SPD officer
Election Night: Approve R-71
Election Night: Reject R-71
Election Night: Joe Mallahan
Election Night: Mike McGinn
Election Night: Susan Hutchison
Election Night: Dow Constatine
Candlelight vigil for Officer Brenton
Flying Elephant on Aurora

Marketplace

nwautos

2009's most fuel-efficient sedansnew
Choosing a new sedan? Weigh the impact of your choice on your wallet and on the planet.
Post a comment

Open Houses

Find this weekend's open house listings.
Or search by location:

 
Most read
Most commented
Most e-mailed
 
 
Advertising