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Hendrix vodka goes down hard

February 21, 2009|Associated Press

A company that promoted "Hendrix Electric" vodka is paying $3.2 million to the estate of rock guitarist Jimi Hendrix, which claimed the spirit infringed on the Hendrix trademark and was created in poor taste.

A federal judge last year sided with Experience Hendrix, the company that controls the trademark, in determining that Seattle businessman Craig Dieffenbach and his Electric Hendrix LLC didn't have permission to use the guitarist's image or name.

A trial was scheduled for this month to determine how much Dieffenbach should have to pay in damages. Instead, the sides negotiated an agreement by which Dieffenbach and Electric Hendrix would pay $3.2 million.

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