Hear and See Jimi -- Now Beverage Concepts Offers Another Way to Experience Jimi Hendrix.

Beverage Concepts to Introduce the Liquid Experience - a Beverage Line with the Exclusive Rights to Jimi Hendrix 

LOS ANGELES -- Beverage Concepts, LLC and Authentic Hendrix made noise today at the NAMM Show by announcing the launch of the only official beverage line to carry the exclusive rights to the Jimi Hendrix name and image. The rock 'n beverage line, named The Liquid Experience, will launch in late April at the Experience Music Project's (www.emplive.org) Jimi Hendrix exhibit during a celebrity-filled event at their interactive music museum in Seattle.

"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," explained Beverage Concepts CEO Josh Glass. "We are especially pleased to announce this partnership with Authentic Hendrix here at NAMM, where we are surrounded by Jimi Hendrix fans and by music lovers from around the globe."

The first of Hendrix-themed beverages will be produced in a visually unique screw-top aluminum bottle, the first of its kind in the United States. Additionally, Beverage Concepts will be promoting the drink throughout the U.S., Canada, Europe and Asia, and in tandem with the traveling Jimi Hendrix museum called the Red House Tour (http://www.redhousetour.com/). These rolling events will be announced 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.

About Beverage Concepts

Beverage Concepts, LLC was founded in 2006 to blend the energy and excitement of the music entertainment industry with the opportunities of the specialty beverage market. Recognizing the opportunity for a high quality, all natural beverage line, delivered to consumers in a high-impact package that connects customers to a legendary entertainment icon and identity, Beverage Concepts secured the exclusive marketing and licensing rights to the Jimi Hendrix brand. Under the brand name Liquid Experience, Beverage Concepts will introduce a complete Jimi Hendrix line of specialty drinks that embody the rock-n-roll passion associated with this legendary musical performer. This new line has been crafted to not only help consumers feel good physically (high quality, great tasting) but also feel good emotionally, as a portion of the proceeds from this line will be dedicated to educating youth through music.

For additional information on Beverage Concepts, Liquid Experience or the Education through Music for Youth program, please visit the Web site at www.beverageconcepts.net.