LIQUID EXPERIENCED?

Published Jul 30 2007, 07:37 PM by Caitlin E. Curran

We're a little fuzzy on the details of how Liquid Experience, the new Hendrix-worshipping energy drink, came about (although we can't stop re-reading this little description from the website: "With impossible riffs, mystical lyrics and outrageous amp-torturing innovations, Jimi shattered musical convention while uniting the world in an electrified celebration of peace, love and purpose. This new energy drink is a tribute to Jimi's legacy"). We'd like to believe Digital Media Wire's interview with Kelly Kalichman, CXO/Chief Creative of The Liquid Experience Group, which indicates that they're all about "supporting music and the artists who create it." Kalichman goes on:

"The drink, for us, is a doorway, and that doorway is there to hopefully create an entirely new way of thinking within the music industry, with 401K’s, retirement plans, hospital plans, insurances, residences, rehab centers, educational centers, endowment funds, etc. The drink, as well as our future events, tours and digital distribution channels, and an artist-owned label will support the necessary revenue."

That's one powerful drink! Idea: Why not create energy beverages to tackle other pesky, large-scale issues, like global warming, continuing conflicts in the Middle East, or disputes between Japanese Parliament and Prime Minister Shinzo Abe? Ship over a couple of cases of Obama Juice, problem solved.

The more believable truth (and what this seems to indicate) is that a bunch of money-seeking schemers dreamed up the most obvious plan possible (capitalize on the energy drink craze, exploit a dead music icon), then, upon encountering backlash from - gasp! - Hendrix fans and other celebrities ("To see [Hendrix's] image and the beautiful feelings it has created during my lifetime cheapened by base advertising is very disappointing to me," says Flea, of the Red Hot Chili Peppers) struck up a fundraising deal with musician-supporting organizations like MusiCares. Which should make us feel all warm and fuzzy, but still sounds like a lot of Red Bull-coated BS to us. Plus, we still can't find any documentation of what the stuff actually tastes like, although the Rochester City News crew say that they "saw no purple haze, no red house over yonder."

Maybe Liquid Experience wants to throw a few samples in OTD's direction... you know, for the good of humanity and all.