London - (Rioters): A non-alcoholic Liquid Experience drink featuring a very sober-looking Jimmy Hendrix on the can has been slammed by Red Hot Chili Peppers' bass guitarist Flea as 'risible' after a California drinks company announced plans to market the wholesome and sensible beverage to young rock-concert fans.
Beverage Concepts' April launch of the cola is the result of a massive marketing survery that found most 15 to 25 yearolds will at some stage during their disposable income leisure time buy at least one t-shirt with a picture of Che Guevara on it, another item of clothing featuring a cannabis leaf and some sort of Jimmy Hendrix memorabila product such as a packet of condoms or cigarette papers or other pleasure-associated item.
But this latest Liquid Experience gimmick may be a dud from the start as Peppers' star Flea has pointed out: "Jimmy was one hard drinkin' dude who would have puked at the thought of putting something so wholesome-looking and non-alcoholic as this stuff down his throat."
Other equally imaginative attempts to use the Hendrix image for marketing which have also been slammed as downright stupid include baby diapers, rompers and teething rings,
But oddly enough an air-freshener with his picture on the can has become popular with college students paranoid about being caught with spliff fumes in their rooms, and a lava lamp with his face on it is a runaway winner with the sixties baby boomers now into retro nostalgia.
Hendrix died in 1970 at the age of 27. The coroner's report state the cause of death was 'cannabis deficiency'.