SOURCE: Attitude Drinks Inc.

January 18, 2011 11:59 ET

Attitude Drinks Forms Partnership to Distribute Phase III to 170 Fitness Centers Nationwide

Teams With Performance Based Marketing, a Leading U.S. Vending Operator

PALM BEACH GARDENS, FL--(Marketwire - January 18, 2011) - Attitude Drinks (OTCBB: ATTD), an innovative beverage brand development company, announced today it has teamed with Performance Based Marketing, based in Boca Raton, Florida, to market and distribute the Company's pure milk-based, ultra-filtered, shelf stable Phase III® Recovery Drink in both Vanilla and Chocolate flavors. Beginning this month, Performance Based Marketing plans to roll-out Phase III to vending machines and those who serve them to approximately 170 fitness centers nationwide.

Dean Sharp, president of Performance Based Marketing and owner of South Florida Vending, one of the nation's largest independent vending operators, commented, "the opportunity to sell Phase III in gyms across the country is significant. Phase III has been extremely well-received in health and wellness centers over the past year, with strong sell-through at major chains including LA Fitness in Florida and more. We are now excited to take the product nationwide."

"Dean Sharp and his expertise in the beverage distribution industry can take Phase III to the next level of distribution. Not only will Performance Based Marketing be placing Phase III in vending machines across the country, but the company's connections can bring Phase III onto the shelves of retailers nationwide," said Roy Warren, CEO of Attitude Drinks Inc.

About Performance Based Marketing
Performance Based Marketing is on the cutting-edge of the beverage industry with eight years of aggressive growth and market experience. Its management team oversees health club operations in over 16 states. Relationships with key national distributors enable the company to bring its customers' products quickly to market. For more information, please email

About South Florida Vending
South Florida Vending, Inc., founded in 1992, is an innovative full service vending solution provider for customers in Dade, Broward and Palm Beach counties in Florida. Offering the most technologically advanced machines in the industry and all of the major snacks and brands, including a variety of ethnic items, South Florida Vending is one of the largest independent vending operators in the U.S.

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 'Recovery'® is the company's first, functional milk drink exploiting recent scientific evidence of the benefits of milk and protein as an exercise recovery aid. The February 2010 launch of Phase III marks the first time a sports drink has been formulated from real milk. 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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