Are You (Liquid) Experienced?

by John Lucas on January 23rd, 2007 at 11:25 AM

Apparently believing that dead celebrities should be exploited for cash at every possible opportunity, the people who control Jimi Hendrix's image are shamelessly whoring it to sell carbonated sugar water.

As announced at the NAMM Show in Los Angeles on January 19, Beverage Concepts will market a full line of Hendrix-related drinks under the name Liquid Experience. Making the announcement, the company's CEO, Josh Glass, said "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." To its credit, Beverage Concepts will be donating a portion of the profits to music-education programs. The remainder will fatten someone's wallet, because that's the way Jimi would have wanted it, right?

A small part of every Hendrix fan just withered and died.

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