California company to market Jimi Hendrix energy drink

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.