New Hendrix drink found all along the grocery aisles
History combined with marketing
By Joann Groff joann@theacorn.com

Red Bull. Monster. Rockstar.

Loads of energy drinks clutter the shelves of supermarkets and convenience stores, but only one bears the name of one of the most famed guitarists of all time.

The Jimi Hendrix Liquid Experience, created by Calabasasbased Beverage Concepts LLC, is now on shelves competing with the rest of the caffeine-boosted drinks.

The Hendrix drink is the first beverage launched by the company. Also being planned is a line of herbal teas and vitamin-infused waters.

When consumers pick up one of the Hendrix cans- or limited edition aluminum bottles- they'll be contributing to a good cause. Part of the purchase price will be donated to music-minded charities.

"The beverage is a vehicle that we have put together to fund a cause," said Josh Glass, head of Beverage Concepts. "Being music lovers and musicians, we feel it's long overdue in the industry. We wanted to do something to take care of artists and protect the artists that give us something every day."

MusiCares is the first charity to sign on with the Liquid Experience Group. The organization provides assistance to musicians and others in the industry.

"They've really become a strong strategic donor and sponsor," Glass said of MusiCares. "It's very artist-driven and they help fund a lot of different projects. . . . I've been involved with beverages for the last 15 years. I've always looked to develop a product that would help others like this."

Ten cents per case will be donated to MusiCares and other organizations that provide healthcare, housing and other assistance to those in the music industry. Another of Glass' concerns is helping to save music programs at schools. The cause behind the drink is what got the Hendrix family behind the idea.

"It's a wonderful brand, known worldwide," Glass said. "(Hendrix) is someone who inspired so many people. The Hendrix estate felt it was the right partnership. They thought it was absolutely perfect."

Jimi Hendrix Liquid Experience is available in several markets nationally, including BevMo, 7-Eleven and Costco.

"The artists have no protection," Glass said. "They have changed our lives in a way, maybe through that song that you really connected with, or gave you the inspiration to become who you are. We just want to preserve what they're doing. Not just run through and strip it."

For additional information, visit the firm's Internet site, www.jimihendrixliquidexperience.com.

JANN HENDRY/Acorn Newspapers

TURN UP THE AMP- The new Jimi Hendrix drink by Beverage Concepts of Calabasas.