• January 22, 2007

A company founded last year is launching the only official beverage line to carry the exclusive rights to the name and image of Jimi Hendrix, a Sixties icon who died in 1970. Beverage Concepts and Authentic Hendrix yesterday announced that the new line, "The Liquid Experience," will roll out in April at the Experience Music Project's Jimi Hendrix exhibit in Seattle.

The first of the Hendrix-themed beverages will be produced in a visually unique screw-top aluminum bottle, the first of its kind in the U.S. Additionally, Beverage Concepts will promote the drink throughout the U.S., Canada, Europe and Asia, and in tandem with the traveling Jimi Hendrix museum at a future date. A portion of the proceeds from The Liquid Experience will be donated to charitable organizations that support educating youth through the power of music.

"Beverage Concepts is committed to providing in our beverage line the same level of excitement, undefined coolness, rock 'n' roll feel and unprecedented taste that is synonymous with the Jimi Hendrix image," said Beverage Concepts CEO Josh Glass.