SOURCE: Attitude Drinks Inc.

June 23, 2011 08:29 ET

Attitude Drinks Brings Phase III® Recovery Drink to Cohasset Triathlon to Benefit Juvenile Diabetes Research Foundation

PALM BEACH GARDENS, FL--(Marketwire - Jun 23, 2011) - Attitude Drinks (OTCBB: ATTD) (OTCQB: ATTD), an innovative beverage brand development company, announced today that its Phase III® Recovery Drink will be sampled and promoted during the 2011 Cohasset Triathlon, one of the premier sprint races in New England, being held on June 26, 2011 ( Attitude's promotional partner and the official radio station of the Cohasset Triathlon, 92.5 The River / WXRV, will advertise Phase III around and throughout race day. Race donations benefit the Juvenile Diabetes Research Foundation.

As the first triathlon in the south shore of metro Boston, the Cohasset Triathlon has introduced many athletes to the sport. For elite racers in the region, the Cohasset Triathlon race has become one of the most sought after sprint competitions of the season. Olympian Gary Hall, Jr., a worldwide advocate for Type 1 diabetes, will join the race for this year.

"The Cohasett Tri provides a perfect opportunity to unite The River's and Attitude's uniquely active customer and listener bases, while raising awareness for this great cause," said Catie Wilber, Program Director for 92.5 The River.

"Phase III was named an official sponsor of The River radio station at the Cohasset Triathon, giving us a prime position to market our product on race day," commented Roy Warren, CEO of Attitude. "As a post-exercise recovery drink, Phase III promotes healthy lifestyles, a great match for an event that brings attention to juvenile diabetes."

"Through our alliance with The River, Attitude is kicking off the summer season with another major push in the greater Boston area. The Cohasset Triathlon presents a great opportunity to get Phase III into the hands of serious athletes and competitors within this key market," commented Niki Fuller, Vice President, Brand Manager of Attitude.

About 92.5 The River / WXRV
The River 92.5 FM / WXRV is Boston's Independent Radio Station. Based in Andover, Massachusetts, The River covers most of northeast Massachusetts and southern New Hampshire, and as far south as Plymouth, MA. In 2007, WXRV began using solar power, making it one of the few such powered radio stations in the world. The River delivers a wide variety of musical programming, ranging from contemporary alternative, classic rock, blues and folk as well as songs from up-and-coming artists. The River is the home of the River Music Hall, which has hosted over 500 live performances since August 1995, including John Mayer, the Barenaked Ladies, Coldplay, Crosby & Nash, Melissa Etheridge and The Fray. For more information, visit or contact Hisham Fayed, Director of Marketing & Promotions, at

About Attitude Drinks Inc.
Attitude Drinks Inc. is an innovative, beverage brand development company with a focus on functional milk, ready-to-drink beverages. Phase III® is the Company's first, functional pure milk-based recovery drink that exploits recent scientific evidence confirming the benefits of milk and protein as an exercise recovery aid. Phase III is sold in select local, regional and national markets, including colleges, universities, convenience stores, fitness centers and gyms, as well as online. For more information, visit

This news release contains forward-looking statements within the meaning of the Securities Litigation Reform Act. The statements reflect the Company's current views with respect to future events that involve risks and uncertainties. Among others, these risks include the failure to meet schedule or performance requirements of the Company's contracts, the Company's liquidity position, the Company's ability to obtain new contracts, the emergence of competitors with greater financial resources, and the impact of competitive pricing. In the light of these uncertainties the forward-looking events referred to in this release might not occur.

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