SOURCE: Attitude Drinks Inc.

November 03, 2011 09:20 ET

Attitude Drinks Expands Its Multi-Level Go-to-Market Strategy With Single Largest Order to Date

PALM BEACH GARDENS, FL--(Marketwire - Nov 3, 2011) - Attitude Drinks (OTCBB: ATTD) (OTCQB: ATTD), owner of the Ready-to-Drink (RTD) real milk beverage brand Phase III® Recovery, announced today that it is expanding its multi-level Go-to-Market strategy which is currently underway and producing impressive results in South Florida and the Northeastern United States. White Quartz Bottling out of Dawsonville, GA has ordered a truckload of Phase III and is shipping, along with their Q Premium American Artesian Water (the 2011 Beverage World Gold Star Winner) to about 10 of their distributors immediately. White Quartz Bottling products are distributed by more than 30 beverage distributors in 7 southeastern states. The twenty pallets, which is 3080 x 12 count cases, is Attitude's largest single order to date.

In discussing this strategy, Jack Shea (EVP Sales) stated: "One level of the strategy entails partnering with other brand owners in terms of logistics. By combining resources and sharing customers, various brands can be consolidated into cost effective truckloads at a designated distribution point and then shipped to distributors. Working with our partners at Pro-Form, we have already established this brand partner which we believe will attract important new distribution partners soon."

"We are extremely happy that Q Premium and Phase III Recovery will now be brand partners," said Bob Hearn, Director of Sales and Marketing. "It affords us an opportunity to offer our distributors another quality product in a substantial and growing beverage category. We are very excited about our alliance with Attitude Drinks."

Attitude Drinks successfully instituted this strategy in South Florida and New England in the spring. Partnering with White Quartz, Attitude is now expanding beyond South Florida to the remaining ten states that make up the southeast region of the US. Roy Warren, CEO, said: "This multi level strategy enables us to present Phase III directly to chain accounts and offers retailers a choice between direct shipments to the chain or service through a direct store delivery (DSD) partner."

About Attitude Drinks Inc.
Attitude Drinks Inc. is an innovative, beverage brand development company with a focus on 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, including recent clinical trial results, 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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