SOURCE: Attitude Drinks Inc.

March 07, 2011 00:05 ET

Attitude Drinks Markets Phase III ® Across Boston's Major Sports Radio Networks

Targets Over 10 Million Consumers in the New England Market

PALM BEACH GARDENS, FL--(Marketwire - March 7, 2011) - Attitude Drinks (OTCBB: ATTD) (OTCQB: ATTD), an innovative beverage brand development company, announced that today it is launching its Phase III ® Recovery Drink in the New England market with the help of Entercom Boston. Through a partnership with Entercom, Phase III will be associated with two of the most beloved sports teams in the country, the Red Sox and the Celtics, while reaching over 10 million consumers in the New England market.

Phase III will be introduced through a completely integrated marketing campaign utilizing The WEEI Sports Radio Network, Sponsorship of Red Sox Spring Training on the 70-station Red Sox Radio Network, as well as Sponsorship of "Ask the Owner," a weekly interview with Celtics owner Wyc Grousbeck on WAAF, Boston's Rock Station. To listen to an audio clip of Phase III's New England radio spot, visit www.attitudedrinks.com.

"The campaign will advertise Phase III to our largest target demographic, students and athletes living within sports enthusiastic and highly concentrated cities like Boston. That's a bulls-eye for us," said Roy Warren, CEO of Attitude. "Entry into this major market should result in increasing sales for Phase III this year."

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 www.attitudedrinks.com.

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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