Family Sues Vodka Promoter

A vodka capitalizing on the likeness of Jimi Hendrix is leaving a bad taste in the mouth of some of his family members, who plan to release a health drink using his likeness.

Hendrix Electric Vodka, released last year, is not sanctioned by the guitarist's estate, which has plans for its own energy drink.

On Tuesday, Experience Hendrix LLC, the company founded by the guitarist's father, James Allen Hendrix, filed a federal lawsuit against the promoters of the vodka, alleging that they are not authorized to use Jimi Hendrix trademarks and that they are trying to deceive the public into believing that the vodka was authorized.

Experience Hendrix intends to market a non-alcoholic health drink in April.

Hendrix suffocated in 1970 in London at age 27 after mixing sleeping pills and wine. Hendrix's meteoric career lasted only about five years and his signature album is Are You Experienced?

According to a news release at www.jimihendrix.com, the official website of Experience Hendrix, the lawsuit was filed in federal court in the western District of the state of Washington. The suit charges that the promoter, Craig Dieffenbach, and his companies "have unlawfully used Jimi Hendrix trademarks in an unauthorized, tasteless promotion of his '(Jimi) Hendrix Electric' brand of vodka." It further alleges that that Dieffenbach and his companies "intend to deceive the public into believing that Experience Hendrix has authorized this sale of vodka and other products."

The suit charges that Dieffenbach, Electric Hendrix LLC, and other companies he controls "have committed trademark infringement, false advertising and other unlawful acts through their marketing of the vodka brand as 'a Jimi Hendrix family company.' "

The news release said that Dieffenbach told the Los Angeles Times, "It's like drinking with Jimi. The drunker you get, the more you think you're with him."