SOURCE: Aladdin Beverage

February 06, 2007 07:30 ET

Aladdin Beverage's Brand New Brazilian Devassa Beer Commercial on YouTube Is a Success!

BROOKLYN, NY -- (MARKET WIRE) -- February 6, 2007 -- Devassa Beer, imported by Aladdin Beverage (PINKSHEETS: ADTJ) from Rio de Janeiro, has a commercial that has been unveiled on YouTube, and is already creating a buzz in the market place. The ad, created by McCann Erickson Agency, is very unique and features a bottle of Devassa and a hand. "Let's just say the people of Brazil have a unique way of promoting products and we absolutely love it," states Ted O'Connor, President, Aladdin Beverage. "The fact that the commercial is currently run on YouTube, gives us a great means to test consumer reaction to the ad in the US before running on mainstream TV. Various beer companies, like Heineken, Tiger Beer, and Corona, all have commercials which run on YouTube. It's a fun way to get the word out about a brand," O'Connor goes on to say.

Major companies are looking to sites like YouTube to build brand awareness. Coca Cola's Coke brand launched a successful online co-marketing effort with YouTube during the holidays ( and Levis also launched a branded channel called The One to Watch in 2006 to take advantage of the popular video file sharing phenomena. The Devassa spot is currently being run on YouTube and has generated thousands of hits. "It's a great way for us to reach out to the consumer," states O'Connor. "Smart companies realize that interaction with the consumer generates more sales. We realize this too and feel this is the first real, positive step in building brand awareness for Devassa. All indications point to the commercial on YouTube is a success. The response has been overwhelming and we are very excited about it," O'Connor goes on to say.

New brands are not as limited in advertising mediums in the US as they once were. O'Connor points out that TV and print, while still very effective, are becoming a little outdated, particularly if you are a new brand. "It used to be that you if you had a new beer or new brand in general your only way of communicating the product or service benefits was to run a commercial or a print ad. Nowadays, with the growing popularity of guerilla or viral marketing, new brands can compete with the bigger competitors and sometimes more effectively. YouTube is certainly a new form of getting the word out," O'Connor goes on to say.

Aladdin Beverage recently signed a deal with the Devassa Brewery for the exclusive rights of the brand in the US. "Devassa is very hot in Rio and San Paulo and is catching steam in Europe. We're very happy with the advertising and marketing support we are receiving from the brewery," states O'Connor.

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 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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