The Liquid Experience Group, a division of Beverage Concepts LLC and manufacturer of The JIMI HENDRIX Liquid Experience branded beverage line, has announced the sponsorship of The Hip Hop Chess Federation (HHCF) for their event on Saturday October 13th, 2007 at the Galleria San Francisco Design Center from 1:00pm to 5:00pm. The Hip Hop Chess Federation is a non-profit organization that uses music, chess and martial arts to promote unity, strategy and non-violence.

The 1st Annual Chess Kings Invitational will kick off which HHCF's Life Strategies All-Star Panel. The Life Strategies panel will feature multi-platinum rappers RZA and GZA from the WU-Tang Clan, chess icon Josh Waitzkin, turntable wizards DJ QBert and DJ Disk and other surprise guests in a discussion about how music, chess, and martial arts have guided them in their paths to success.

The Liquid Experience Group, was founded in 2007. Along with strategic partners MusiCares, InTicketing and The Plant Studios, The Liquid Experience mission is to encourage people to become involved in a movement of charitable living.

The partnership between The Liquid Experience Group and MusiCares (National Academy of Recording Arts and Sciences) is an integral and monumental first step towards realizing the overall vision-quest for The Liquid Experience Group. The organizations share many common thoughts, including but not limited to music and children's education, the protection of music legacies, and artist assistance and rehabilitation programs. The Liquid Experience is developing programs designed to protect artists' rights and earnings from their formative years throughout retirement. The first line of beverages to embody this vision is the Jimi Hendrix branded line of drinks named The Jimi Hendrix Liquid Experience. The first flavor available, an infusion of mixed berries, aptly named Voodoo Vibe is available at retailers nationwide as well as internationally.

For additional information on The Liquid Experience please visit the website at here.