SOURCE: Attitude Drinks Inc.

July 15, 2011 08:30 ET

Attitude Drinks' Phase III ® Named Sponsor of the Riverfront Music Festival

Presented by 92.5 The River and Bud Light

PALM BEACH GARDENS, FL--(Marketwire - Jul 15, 2011) - Attitude Drinks (OTCBB: ATTD) (OTCQB: ATTD), an innovative beverage brand development company, announced today that through its previously announced promotional agreement with 92.5 The River / WXRV, Boston's Independent Radio, and one of the world's few solar powered radio stations, the Company will be represented at the 10th Annual Riverfront Music Festival. Presented by The River and Bud Light, the Riverfront Music Festival is a free outdoor concert event that takes place in historic Newburyport, Massachusetts on the Merrimack River in Waterfront Park. This year's event will be held on Saturday, July 16th from approximately noon to dusk.

"The River is providing us with a comprehensive program that includes online advertising, on-site marketing and on-air commercials to promote Phase III. As a participating sponsor of this year's Riverfront Music Festival, Attitude has the opportunity to market Phase III to the largest free outdoor concert event in all of the Seacoast, Merrimack Valley and Essex county areas," said Roy Warren, CEO of Attitude.

This year, 92.5 The River is proud to present the The Damnwells, Mark Broussard, Scars on 45 and Mike Doughty. "The River has been actively promoting Phase III in the days leading up to the event, and will do so during and after the Music Festival. Attendees will have the opportunity to listen to great music, and experience and learn about Phase III. It's another great venue to build recognition and interest in Phase III and our company," said Niki Fuller, VP, Brand Manager of Attitude.

About 92.5 The River / WXRV
92.5 The River / WXRV is Boston's Independent Radio Station. In 2007, WXRV began using solar power, making it one of the few such powered radio stations in the world. Based in Andover, Massachusetts, The River covers most of northeastern Massachusetts and southern New Hampshire, and as far south as Plymouth, MA. The station 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 and marketing 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, 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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    Attitude Drinks
    Roy Warren
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