Associated Press reports Seattle-based Authentic Hendrix has licensed Beverage Concepts, a new Calabasas, California company, to market a line of Jimi Hendrix energy drinks called "Liquid Experience."

Rock stalwart Flea, bassist and leader of the venerable Red Hot Chili Peppers, is aghast at this particular use of the rock guitar god's legacy. He tells AP:

"To see his image and the beautiful feelings it has created during my lifetime cheapened by base advertising ... is very disappointing to me."

It could be worse, Flea. Wait, it already is! Leaving aside the inevitable deployment of Jimi's music in car commercials, now years old, there's much more for Flea and like-minded purists to get cranky about. Authentic Hendrix has been peddling a whole bunch of stuff that gives Jimi energy elixers a real whiff of class, in comparison. Granted, the Jimi lava lamp can't help but strike a sympatico chord. The incandescent, swirling Jimi was kind of like a lava lamp come to life, when you think about it. But if Flea thinks a Hendrix beverage is cheap and base, how about a Jimi afghan patterned after his second album, "Axis: Bold As Love"? Or the official Jimi Hendrix "Do Your Own Thing" pillow, and Jimi Hendrix "Do Your Own Thing" coffee mug? Why not then too "Do Your Own Thing" flatware, doormats, lawnmowers, blenders, towels, sheets and pillowcases?

If you'd like your kid to advertise your own hipness, there's always the official line of Jimi Hendrix infantwear - including the Jimi Hendrix "Are You Experienced" diaper cover which comes in three sizes.

That's right. The Jimi Hendrix "Are You Experienced" diaper cover.

No s***.

So far, at least, Authentic Hendrix has had the good sense to hold off on Jimi Hendrix "Doing Your Own Thing" infantwear. But I wonder: how about an "Are You Experienced" adult diaper cover line for geriatric boomers?

Come to think of it.....when I last saw the Red Hot Chili Peppers live - in Chicago, mid-80s - they were sporting diapers, shoes and not much else for most of the show.

Hmmmn.

TECHNORATI TAGS: JIMI HENDRIX, ENERGY DRINK, DIAPER COVER, SEATTLE