Fans of rock star Jimi Hendrix are unhappy at plans to market an energy drink bearing the guitarist's likeness.
California-based company Beverage Concepts provokes controversy with their plan to release a non-alcoholic "Liquid Experience" drinks, which is named after Jimi Hendrix's breakthrough 1967 album, "Are You Experienced?"
It is okay with the product, but the concept obviously makes the guitarist's fans upset. Despite the fact that Beverage Concepts has said to honor Hendrix's memory by donating some of the profit from the Liquid Experience to an unidentified music education foundation, still it makes fans unhappy.
"To see his image and the beautiful feelings it has created during my lifetime cheapened by base advertising ... is very disappointing to me," said Red Hot Chili Peppers bassist Michael Balzary.
No words yet on how the resolution will be. Just keep it here for more on the case.