SOURCE: Aladdin Beverage

October 09, 2007 08:30 ET

Aladdin Beverage Carves Out a Slice of the Billion Dollar Beer Industry With Its Unique Brands

NEW YORK, NY--(Marketwire - October 9, 2007) - "All indications and consumer marketing trends tell me that the American beer drinker is looking for new imported beers," states Ted O'Connor, President of Aladdin Trading & Company dba Aladdin Beverage (PINKSHEETS: ADTJ).

Beer is big business. In fact, beer is a $91.6 billion dollar category and accounts for over half of beverage alcohol dollar sales. More people consume beer than either wine or liquor according to: Adams Handbook Advance 2007 & Beverage Scape Jan-Dec-2006. "Imported beer is a great sector to be in," states Ted O'Connor. "Imported beer continues to sell well despite the stagnation of overall beer volume sales in the U.S. There is an overall shift in the consumer preferences from domestic beer to imported beers and that change puts us in a great place at the right time to capitalize on this."

Imports according to the February 20, 2007 issue of What's On Tap -- The California Beer Newsletter: "Imports far exceed craft beer sales. The Beer Institute, the Washington-based trade organization, estimates imports hit 25.9 million barrels in 2006, up about 11 percent for an estimated 13.5 percent market share."

"Anheuser-Busch, recently having gotten on the import band wagon by becoming the exclusive U.S. importer for a number of InBev's premium European import beer brands including Stella Artois, Beck's, Bass Pale Ale, Boddington's, Hoegaarden, Lowenbrau and Leffe, only provides support that Aladdin is in the right place," states O'Connor, "and proves that the old saying is true -- if A-B can't beat them (importers), join them."

Aladdin is a three year old company that is currently importing an Asian beer brand, Macau. Macau is the subject of much recent media exposure lately due to the fact that many American casinos are opening up in Macau or plan to do so. Macau is located approximately 60km from Hong Kong and is actually a part of China.

The company also recently added Devassa, one of the hottest brands coming out of Brazil, to its beer portfolio lineup. This brand is the most popular brand in Rio de Janeiro.

"We are very particular in what we seek. We are contacted on a regular basis by breweries from around the globe to bring in their brands. We are planning to bring into the US very shortly some additional brands, including Greenman, an Organic beer from New Zealand, and Kross, from an award-winning microbrewery in Chile, but we have to be careful about which beers we choose to bring into the country and from where they hail. A brand which may sell well in its respective domestic market may not sell well here. We are in talks with additional breweries and we remain optimistic," states O'Connor.

About Devassa:

Devassa, which started out in 2002 as a local brewpub, is now a regional brewery and has 8 bars located in the most prestigious areas of Rio de Janeiro and São Paulo in Brazil reaching more than 65,000 upscale consumers per month. Devassa is now the most popular premium beer in Rio de Janeiro. Devassa, growing rapidly due to the popularity of the brand in the Domestic Brazilian market, has in just three short years gone from selling 6,000 liters per month to 90,000 liters per month.

About Aladdin Trading & Co. (DBA Aladdin Beverage):

Headquartered in New York City, Aladdin Trading is a leading fine craft beer and ale importer serving the North American markets. It is Aladdin's goal to be known as the top beer importer to North America, with only quality and forward-thinking brands in its portfolio. Our mission is to generate sustained growth for all the brands in our portfolio and generate maximum return on investments. For more information, visit the company's web site at

Forward-looking statements in this report are made pursuant to the 'safe harbor' provisions of the Private Securities Litigation Reform Act of 1995. We wish to advise readers that actual results may differ substantially from such forward-looking statements. Forward-looking statements involve risks and uncertainties that could cause actual results to differ materially from those expressed in or implied by the statements, including, but not limited to, the following: our ability to meet our cash and working capital needs, our ability to successfully market our product, and other risks detailed in our periodic report filings with the Securities and Exchange Commission.

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