Jimi Hendrix: Purple Crazed Over Fine Liquor

11:15 AM PT: Leon's rep tells TMZ ... Leon is legally authorized to license and sell Hendrix-themed merchandise and has been doing so for years. As for the latest liquor lawsuit ... Leon's rep says Leon's not to blame, claiming some former business associates went rogue a few years back -- and, in fact, Leon is planning to sue as well.

Jimi Hendrix was all for Purple Haze, all in your brain, but his estate ain't down to push a specialty liqueur that jacked his famous song title ... according to a new lawsuit.

The company that controls the late guitar great's merchandising is going after Leon Hendrix ... one of Jimi's relatives because he's hawking something called Purple Haze Liqueur. Bottles of the berry-flavored cognac and vodka blend also feature a picture of Jimi.

Experience Hendrix wants a judge to shut down all sales for obvious reasons -- it says Leon has no authority to use the name or likeness, plus he's done this before. In 2008, Experience Hendrix blocked sales of Jimi Hendrix Electric Vodka ... which it believes Leon was behind.

EH points out Leon is kind of a black sheep in the fam, saying Jimi's father purposely left him out when he doled out control of Jimi's music and merchandising.

The keepers of all things Jimi are suing Leon and his biz partner for all their profits and to get an injunction blocking all future sales.