Jimi Hendrix estate sues vodka seller

The Jimi Hendrix estate is suing the people behind a Hendrix-branded vodka. Experience Hendrix LLC has filed suit in Federal Court in the Western District of Washington against Craig Dieffenbach and his companies, who are accused of trademark infringement and false advertising, among other charges. Dieffenbach is the man behind Hendrix Electric vodka, and the estate claims that his intent is to deceive the public into thinking this is an authorized product.

Experience Hendrix CEO Janie Hendrix said, "We are gravely concerned that there may be a perception that Experience Hendrix has, in some way, authorized this sale of vodka. As a matter of strict policy, we have never promoted an alcoholic beverage. In view of the circumstances of my brother Jimi's death, this attempt to associate his name with the sale of alcohol beverages amounts to a sick joke." The lawsuit didn't include a specific amount that Experience Hendrix might claim as damages from Dieffenbach's actions.

Pictures of the late guitarist and his band the Jimi Hendrix Experience have been used in connection with Hendrix Electric, and Experience drummer Mitch Mitchell said, "I find this despicable. I have never been consulted about the use of my image and reputation in association with any advertisement for this product. This is repulsive and something I would never endorse under any circumstance. Jimi must be turning over in his grave over this."

Neither Dieffenbach nor a representative of his company Electric Hendrix LLC has commented on the suit. In the past, Dieffenbach is reported to have said he got the rights to use Hendrix's name and image as a result of bankrolling Jimi's brother Leon Hendrix in lawsuits against the estate. Dieffenbach was Leon's business manager at one time, though it's unknown what their relationship is now.

Dieffenbach was interviewed by the Los Angeles Times about the vodka, and he said, "It's like drinking with Jimi. The drunker you get, the more you think you're with him." He also told The Seattle Times, "Jimi was a huge partier. He was the poster boy for the counterculture movement worldwide -- and that did not include tee totaling."