According to Earvolution.com, Experience Hendrix, L.L.C, founded in 1995 by JIMI HENDRIX' father issued a statement saying that they are "in no way involved in licensing or marketing of a Hendrix branded vodka as some have suggested or assumed."

CEO Janie Hendrix commented, "We are concerned that there is a perception that we have, in some way, sanctioned this and would like it known that we have neither issued a license nor do we endorse the use of my brother's likeness and name in this manner." She also noted, "As a matter of strict policy, we would certainly never participate in promoting an alcoholic beverage. We regret that there are some who don’t have the facts straight in this matter and have erroneously concluded that Experience Hendrix has played some role in the promotion of this product."

The vodka is distributed by "Electric Hendrix LLC", which according to a company website includes "Jimi's brother Leon Hendrix, Jimi's drummer Buddy Miles, and other friends and family members of Jimi Hendrix." Electric Hendriz CEO Craig Dieffenbach has been aligning himself and the company with various stars, including Maria Carey, Seal and Heidi Klum to promote the brand.