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Company marketing Jimi Hendrix energy drink |
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Written by asap
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Saturday, 27 January 2007 |
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 Are you ready for a "Liquid Experience?"
Beverage Concepts says its new nonalcoholic energy drink • named for Jimi Hendrix's album "Are You Experienced?" • debuts in April.
HENDRIX FANS
Some of the guitar player's fans are upset with the new product.
"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.
HENDRIX PRODUCTS
The image of Hendrix also has been licensed for:
• baby clothing
• air freshener
• lava lamp
• Christmas ornament
However the company that controls the use of Hendrix's image says portions of proceeds have gone to several educational causes, including the United Negro College Fund. Beverage Concepts Chief Executive Josh Glass said his company would donate some of the profit to an unidentified music education foundation.
WANT TO DRINK UP?
Authentic Hendrix: http://www.authentichendrix.com
Beverage Concepts: http://www.beverageconcepts.net
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