"JimiHendrix" news and stories

A new energy drink called Liquid Experience, inspired by Jimi Hendrix, is being released this spring by Beverage Concepts. The drink, which is named after Hendrix's breakthrough album, "Are You Experienced?" is nonalcoholic and uses the guitarist's image as part of its promotional materials. While the Jimi Hendrix vodka didn't seem to excite much controversy, the energy drink is not going over too well with fans, who feel that "his image and the beautiful feelings it has created during my lifetime cheapened by base advertising." Hopefully, those somewhat disgruntled fans can take comfort in the fact that Beverage Concepts Chief Executive Josh Glass has promised to donated a portion of the royalties from the sale of the drink will go to educational causes, as many other products that have use Hendrix's image in the past have done. According to Glass, the company will probably choose a music education foundation.

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