SCC Blog

Jimi Hendrix Energy Drink in Works

Since our curriculum base features sports and entertainment business content, I think it is about time I dedicate some of my blogging “energy” to an entertainment news story. 

That said, I couldn’t resist reading this story from ABC News:  A Jimi Hendrix Energy Drink is in the Works.  According to the story, a Los Angeles company (Beverage Concepts) says its nonalcoholic “Liquid Experience” drinks, named for Hendrix’s breakthrough album, “Are You Experienced?” will debut in April.  Hmmmm…interesting. 

On one hand, I guess I see the connection between Hendrix and the perception of an extremely energized individual.  On the other hand, it seems that there might be a better spokesperson out there, especially when you take into consideration the most relevant demographic for energy drinks. 

Apparently, makers of the new beverage can expect to meet significant resistance in marketing/selling the product as a host of Hendrix fans are upset with the news.  To many, news of the “Liquid Experience” beverage simply means the legendary guitarist and rock-n-roll star is selling out, posthumously of course.  One fan is particularly outspoken.  Flea (bass guitarist for the Red Hot Chili Peppers) said “To see his image and the beautiful feelings it has created during my lifetime cheapened by base advertising … is very disappointing to me.”   

It will be interesting to see how well this product sells when it hits shelves later this month…

Posted in Endorsement, Entertainment Marketing |

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