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Last Updated: Wednesday, 24 January 2007, 16:39 GMT
Hendrix energy drink upsets fans
Jimi Hendrix
Jimi Hendrix is considered one of rock's greatest ever guitarists
Fans of rock star Jimi Hendrix are unhappy at plans to market an energy drink bearing the guitarist's likeness.

California-based Beverage Concepts is due to release the non-alcoholic Liquid Experience drink in April.

"To see his image and the beautiful feelings it has created in me cheapened by advertising is very disappointing," said Red Hot Chili Peppers star Flea.

Hendrix's image has also been licensed for products including baby clothing, an air freshener and a lava lamp.

Portions of royalties have gone to several educational causes, according to Bruce Kuhlman of Authentic Hendrix, the Seattle-based company that controls the rock star's name and image.

Some of the profits from Liquid Experience, named after Hendrix's 1967 Are You Experienced album, will go to an unidentified music education foundation.

Hendrix recorded classic songs including Hey Joe and Crosstown Traffic.

Although he died in 1970 at the age of 27, his albums still sell around 600,000 copies a year.

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