BEVERAGE CONCEPTS Offers Another Way to Experience JIMI HENDRIX

January 19, 2007

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 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. 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.

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

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