ELIXIR® STRINGS LAUNCHES FIRST NON-STRING CATEGORY, ELIXIR™ CABLES, AT WINTER NAMM 2008

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Anaheim, CA, January 21, 2008 - Elixir® Strings, pioneer of long-life strings, proudly introduced Elixir™ Cables at Winter NAMM 2008, representing the celebrated manufacturer‘s first fretted instrument accessory outside of guitar strings.



Featuring a patent-pending design, Elixir™ Cables deliver the most tonally transparent instrument cables. These innovative guitar cables deliver the truest voice of your guitar by providing clearer high frequencies, and smoother, more balanced mids. Elixir™ Cables are developed by Elixir® Strings and its parent company, W.L. Gore & Associates, which has been developing high performance cables for the last 50 years.



“You can hear the sweet top end with the cable,” marvels legendary guitar luthier Tom Anderson, founder of one of the world‘s most highly respected guitar manufacturers, Tom Anderson Guitarworks. “It represents everything so nicely. Other cables are hard.”



Elixir™ Cables are available in lengths of 10, 15, 20 and 30‘ (both right and straight angle jack plugs are available). Elixir™ Cables also feature a unique combination of extreme durability and flexible, non-twist memory for superior performance and easy, efficient use. The robust, branded plugs include custom grip housings for sure handling.



“Guitarists have had to rely on cables that act as pre-set tone knobs compromising their instrument‘s sonic performance,” comments Craig Theorin, product manager, Elixir® Strings. “By designing a cable with one-half to one-third the capacitance of ordinary guitar cables, we‘ve effectively removed the cable as a tone knob and allow musicians to hear the true voice of their instrument.”





Theorin adds, “Just as Elixir Strings has brought new innovation to the instrument string category, Elixir Cables will revolutionize the instrument cable category. With Elixir Cables, we are proud to bring the same superior performance of Elixir Strings to a previously overlooked but critically important accessory.”



About Elixir® Strings

Elixir® Strings is the pioneer in coated string technology and is available in two string ‘flavors.‘ Ultra-thin NANOWEB® Coating provides the bright tone and punch of uncoated strings, yet keep their lively tone three to five times longer than ordinary strings. The thin coating is nearly undetectable - providing the feel of traditional strings. Elixir® Strings with original POLYWEB® Coating also sound great three to five times longer than ordinary strings, have a balanced tone with smooth response, feel comfortably smooth, and reduce finger squeak. Elixir® Strings are available in a full range of gauges for acoustic guitar, electric guitar, bass, banjo, and mandolin.



Today, Elixir® Strings are installed as original equipment by a growing list of discriminating electric guitar and bass manufacturers including Ibanez, Tom Anderson Guitarworks, Brian Moore Guitars, Carvin, Melancon Guitars as well as premium acoustic guitar luthiers such as Taylor Guitars, Santa Cruz Guitar Company, Alvarez-Yairi, Lakewood Guitars, RainSong Graphite Guitars, Carvin, and Goodall Guitars. Elixir® Strings are endorsed by popular artists such as Melissa Etheridge, Train, Dave Mason, Michael W. Smith, Jim Messina, Christopher Cross, Bob Seger, and Drowning Pool.



Elixir® Strings are manufactured by W.L. Gore & Associates, the company widely known for such innovations as GORE-TEX® fabrics. For more information, please visit www.elixirstrings.com.

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