SOURCE: DC Brands International, Inc.

October 18, 2007 19:12 ET

DC Brands International Adds Another Heavy Hitter to Their Team

DENVER, CO--(Marketwire - October 18, 2007) - At the close of business today, DC Brands (PINKSHEETS: DCBR) announced that Mr. Paddy Sheya, a 20-year industry veteran, has been added to the sales team. Mr. Sheya is a beverage industry expert who brings an enormous amount of experience and talent to the company. The company's VP of Sales Jim Randall said, "We set several strategic and long range goals for sales when I joined the executive team; the most important of which was to make the company a recognized and substantial force in the beverage industry. Attaining that goal will take time, great effort and most importantly great people. With the leadership of our CEO Richard Pearce, we are putting together the type of national team of industry leaders that is necessary to reach our goals. We are recruiting people who bring experience, contacts, and can get the job done."

Mr. Sheya said, "Everyone who is anyone in the beverage industry knows Jim Randall and I had been exposed to both the Dickens and the Turn Left products out in the trade. I was always impressed with the marketing and packaging of the brands. When Jim contacted me, I knew the deal had legs so I agreed to meet with Mr. Pearce and his team. I left that meeting electrified; as anyone who meets with Richard tends to do."

Mr. Sheya continues, "The level of commitment, enthusiasm and belief in what they are doing is so refreshing for this industry. I was extremely excited at the prospect of joining the team, however, I am in front of buyers 2 to 4 times a week and have been for many years. My concerns upfront were that the energy drink is a mature market and extremely competitive. It takes the kind of clear and understandable marketing angles that both brands have to offer to make it in this environment. But what really sold me on the company was the concept of the new fitness line of products Mr. Pearce has developed. There is nothing like it out there and I personally believe we it will be very well received once it hits production. I am chomping at the bit for that one. It is so unique and the packaging is just brilliant; not to mention the products actually deliver on their promise. When you have something like that, where you are the first to market and you get to set the tone for an entire new category, it is a salesman's dream come true. We are now just weeks away from getting our 1st samples to take to the buyers so that we can present the unique product and patent pending packaging/delivery system. I am sold on the current products, but I believe this new line is a monster. I can't wait to hit the streets with it."

Mr. Sheya is a legend in the industry for starting with concepts and bringing them to prominence. He enjoys great relationships with many of America's leading retailers and the company expects results virtually immediately. After reaching an agreement yesterday, it took Mr. Sheya less than 24 hours to set two high level meetings for the company. One meeting will occur as early as tomorrow and the other will occur next Thursday. The company is excited about the potential of those meetings as well as over 17 other companies with which Mr. Sheya currently has strong relationships.

For more information on DC Brands International, visit their website at and

Note: Except for the historical information contained herein, this news release contains forward-looking statements that involve substantial risks and uncertainties. Among the factors that could cause actual results or timelines to differ materially are risks associated with research and clinical development, regulatory approvals, supply capabilities and reliance on third-party manufacturers, product commercialization, competition, litigation, and the other risk factors listed from time to time in reports filed by DC Brands International with the Securities and Exchange Commission, including but not limited to risks described under the caption "Important Factors That May Affect Our Business, Our Results of Operation and Our Stock Price." The forward-looking statements contained in this news release represent judgments of the management of DC Brands International as of the date of this release. DC Brands International and its managers and agents undertake no obligation to publicly update any forward-looking statements.

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    Keith Howard