August 29, 2006 09:00 ET

Straight Up Brands Appoints Southern Wines and Spirits to Distribute Bracco Wine in Nevada

Company's Products Now Distributed in 17 States

NEW YORK, NY -- (MARKET WIRE) -- August 29, 2006 -- Straight Up Brands, Inc. (PINKSHEETS: STRU) (the "Company") www.straightupbrands.com, an emerging developer and global marketer of premium branded wines and spirits headquartered in New York, today announced the appointment of Southern Wines and Spirits to distribute its line of Bracco Wine in Nevada. Southern Wine & Spirits of America, Inc. is the nation's largest wine and spirits distributor, with operations soon to be in 27 states. The Company believes that this relationship with Southern will lead to additional distribution agreements and could result in its present sales increasing by as much as 50% in 2007.

Bracco Wine is a line of eight Italian wines that the Company owns and markets in collaboration with the actress Lorraine Bracco. In January 2006, the Company's importer, Maison Jomere Ltd., appointed Opici/American BD wines to distribute the product in New York, New Jersey, Connecticut and Florida.

"I live in Las Vegas and I am always looking for a winning hand. Paul Davis of Maison Jomere and Lorraine Bracco together is definitely a winning hand!" said Larry Ruvo, Senior Managing Director of Southern Wine & Spirits of Nevada. "Our national expansion is now under way and the initial results have again been very gratifying indeed. Recently we launched the Bracco wines in Wisconsin, Michigan and Illinois. Within the next three to four weeks, Ohio, Kentucky, Indiana, Kansas, Missouri, Arizona, Georgia, Virginia and New Hampshire will be launched," added David McCallen, CEO of Straight Up Brands.

The wine has been well received by the trade, the press and with leading restaurateurs. Ms. Bracco has already appeared with the wine on a number of TV shows and media events, including "Martha Stewart" and "The View." Future media events that are planned included the introduction of the line of fine wines on Bravo's Top Chef program this fall. The actress, who is well known for her roles in the "Sopranos" and "Goodfellas" has introduced the product to many restaurants, has been working with the Company's distributors and importer, and has been an excellent partner who is committed to the success of this product.

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About Straight Up Brands, Inc.

Straight Up Brands, Inc. develops, produces, and markets branded wine and alcoholic beverages through collaborations with artists, DJs and other influential celebrities. The Company's premium branded products are within three growing categories of the spirits industry: wine, vodka and liqueurs/cordials. The Company's first product brought to market is Bracco Wine; future products include Foxy Brown's sparkling wine, Storm Vodka with DJ Clue, MoMo Mojito with Ja Rule, and Gravity Blue Long Island iced tea with Magic Juan. The Company anticipates adding to these product lines with additional celebrity endorsements prior to the end of 2006, and continuing through 2007. Leveraging the marketing power of artists combined with the current growth and solid profit margins in the spirits industry, the Company is well positioned for strong revenue growth, earnings and success.

The Company has distribution contracts with 10 distributors, including Southern Wine and Spirits, Opici and Stoller, who distribute the Company's products in 17 states.

FORWARD-LOOKING STATEMENTS

Statements about Straight Up Brands, Inc.'s expectations, including future revenues and earnings, and all other statements in this press release other than historical facts are "forward-looking statements" within the meaning of section 27A of the Securities Act of 1933, Section 21E of the Securities Exchange Act of 1934, and as the term is defined in the Private Litigation Reform Act of 1995. Straight Up's actual results could differ materially from expected results. Straight Up's undertakes no obligation to update forward-looking statements to reflect subsequently occurring events or circumstances. Should events occur which materially affect any comments made within this press release, Straight Up will appropriately inform the public.