Red Hot Chilli Peppers unhappy with icon's image
Fans are unhappy with the plan to portray Jimi Hendrix as the image behind a soft drink called Liquid Experience.
The non-alcoholic drink, masterminded by Beverage Concepts, is set to be made available in April.
Red Hot Chilli Peppers bassist Flea said: “To see his image and the beautiful feelings it has created in me cheapened by advertising is very disappointing.”
Hendrix’s image has also been licensed for products including baby clothing, an air freshener and a lava lamp.
Bruce Kuhlman of Authentic Hendrix said that some of the proceeds from the soft drink will go towards an unidentified music education foundation.
Hendrix albums still sell around 600,000 copies a year, BBC News reports.