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HARDY BOTTLING Lands JIMI HENDRIX Beverage Line

November 9, 2007

According to the Memphis Business Journal, Hardy Bottling Co., a year-old Memphis beverage manufacturer and distributor, has inked a deal with Los Angeles-based Beverage Concepts to produce and distribute an energy drink named after guitar legend Jimi Hendrix.

Hardy Bottling, which took over the former Coors Brewery in September 2006, is getting a jolt from energy drinks. Company president Carolyn Hardy says the initial Hendrix drink line contract is for 5,000 cases. The plant has existing deals with energy drink brands like Crunk!, Monster and Rockstar. Hardy Bottling's other clients include manufacturing and warehousing for Arizona Beverage Co., which manufactures Arizona Iced Tea, Coors and Coca-Cola. The Jimi Hendrix Liquid Experience drink is currently available in New York, New Jersey, California, Florida and Nevada. The beverage retails for around $2.

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