SOURCE: DC Brands International, Inc.

September 19, 2006 16:05 ET

DC Brands International's Turn Left Product Looks to Enter Fast Lane

DENVER, CO -- (MARKET WIRE) -- September 19, 2006 -- At the close of Business Tuesday, DC Brands International (PINKSHEETS: DCBI) announced they have 14 distribution kits going out the door to buyers at major retailers on their new mass market NASCAR themed product, Turn Left. Targeted mass retailers include Sam's Club, Costco, BJ's, Wal-Mart, Target, Speedway, RaceTrac, K-Mart, Publix, Kroger, Safeway and even Home Depot and Lowe's who do sell energy drinks on location now. The company's President and CEO Dick Pearce said, "Since day one, we have always intended on having a diverse line of multiple products. That's why our company was called DC Brands not DC Brand. There are currently five more products in various stages of development that will be released in the months and years ahead; each to target a specific demographic. Our Dickens Cider line will always be our benchmark product, but not necessarily the best seller by any means. We remain extremely excited about the new Hard Dickens Cider which will be a 21 and over product that will be strongly embraced in its distribution model which predominantly includes bars, nightclubs and liquor stores. The original line of Dickens Energy Cider products does very well in its niche markets and has a very loyal following. We believe it will continue to grow. However, it has not been embraced by the mass retailers we are now targeting with the new Turn Left product."

Mr. Pearce continues, "We have learned that although the buyers who have reviewed the Dickens Cider products in the past loved its taste and packaging, they were openly 'afraid of it.' We have heard them literally say, 'When you live in a world were you're 'fight for shopping carts,' no single product is worth the potential controversy this product could cause and that is what they call the 'soccer mom contingent.'' It is no secret that moms do the bulk of the shopping for the family and when it comes to Dickens Cider, her husband may love it, her kids may love, heck she most likely will love it, but she won't buy it for her family at the grocery store. So we have always tried to be very careful and respectful of the soccer moms. The 14 premiere retailers alone listed above that we are currently sending kits out to and targeting represent over 19,000+ high volume outlets. In that, this product leads on price, as much as a staggering $10.00 -- $12.00 per case less at retail than the top three leading brands combined with the All-American appeal of NASCAR themed products. We understand the excitement of the retailer and the reason for the initial response we are receiving. From a business standpoint, profits are almost the same. As with a product of this nature, you will not have to include $9.00 -- $10.00 a case in marketing costs to get it off the ground in the form of traditional advertising. Due to the drastically increased volumes, the net effect is far more dollars to the bottom line, which should translate into a significant bump in the stock price as well. Needless to say, we are all very excited."

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.

Contact Information

  • Contact:
    Keith Howard