Business Wire has issued the following press release:

The Engine Room, www.the-engine-room.net, and RMS Public Relations, www.rms-biz.com, have been tapped by Beverage Concepts, LLC to launch The Liquid Experience, a highly anticipated health- and energy-drink line featuring the name and imagery of legendary rock icon, JIMI HENDRIX.

The Engine Room founder and creative director, Steve Lauri, says his Aliso Viejo-based firm will handle the new brand's design and conceptual development, including packaging, product naming, advertising and marketing collateral. Beverage Concepts CEO, Josh Glass, contacted Lauri after seeing creative work The Engine Room had developed for an internationally known guitar maker.

Lauri, who named the new beverage line, The Liquid Experience, says his team will creatively combine the coolness of a tasty new energy drink with the power and recognition engendered by Hendrix's name and legendary status. "After 40 years, Jimi's music still breaks down barriers and brings people together. Our goal for The Liquid Experience line is to acknowledge and honor his legacy by creating an authentic look and feel that accurately reflects his artistry and generous spirit."

RMS Public Relations, based in Ladera Ranch, launched the line by announcing the licensing agreement at January's NAMM (National Association of Music Merchants) show in Anaheim. The news created industry buzz that generated more than 15 million gross impressions, and resulted in coverage by nearly a hundred broadcast stations, including seven high-profile national outlets.

“RMS is excited to be working with a company that's so in-tune with the Hendrix legacy and so dedicated to honoring Jimi's memory by keeping his image in the forefront of today’s news,” said RMS co-owner Shana Starr. “We support Beverage Concepts’ message and look forward to bringing this exciting new drink line to consumers through the power of the media. Image is everything and this is one product that everyone will be talking about when it hits store shelves in April. Until then, we look forward to sharing additional details about the line soon.”

About The Engine Room...

Founded in 2001, the Engine Room is an award-winning creative services firm providing advertising, graphic design and branding support to clients in a wide variety of industry categories, including consumer electronics, sports and leisure, technology and healthcare. For more information call 949-683-3227 or visit www.the-engine-room.net.

About RMS...

RMS is a marketing and public relations company which focuses on getting results for clients by offering programs designed for different segments of the market. With an expertise in media and analyst relations, the company was founded in 2002 by two senior PR executives. For more information regarding RMS, visit the company’s Web site at www.rms-biz.com.