Jimi Hendrix Energy Drink in Works
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 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.