SOURCE: Aladdin Beverage

October 04, 2007 08:30 ET

Aladdin Beverage to Introduce Devassa "Red" From Brazil to US Market

NEW YORK, NY--(Marketwire - October 4, 2007) - Aladdin Beverage (PINKSHEETS: ADTJ), importers of Devassa Beer from Brazil, plans to expand their Devassa lineup with the addition of Devassa "Red." "The Devassa Lager (blonde) has been a proven winner for us staying true to its distinct Micro Beer taste and feel and we think it is now the right time to introduce and expose the US beer consuming population to Devassa Red, which is the Devassa brewery's premium Ale," Teddy O'Connor, President of Aladdin Beverage, states. "The Ale is amber in color and is extremely smooth and extremely creamy. The 'Red,' referred to as a Tropical Ale in Brazil, will come in a 12 oz. bottle. The packaging is wonderful and the best part is that it will be offered in a six pack," O'Connor goes on to say.

The Devassa Lager has been in the US market for three months now and the reception to the brand and taste has been tremendous. "We expected the brand would go over well with people, but didn't expect it to go over as well as it has. We are very excited," O'Connor states.

Devassa Red plans to be added into the Aladdin portfolio brand mix in Q1 2008, initially in the New York Metro market, New Jersey, Massachusetts and Florida.

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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