SOURCE: Attitude Drinks Inc.

June 21, 2011 08:30 ET

Attitude Drinks Promotes Phase III® Recovery Drink on Boston's Independent, Solar-Powered Radio Station 92.5 The River

PALM BEACH GARDENS, FL--(Marketwire - Jun 21, 2011) - Attitude Drinks (OTCBB: ATTD), an innovative beverage brand development company, announced today that it has entered into a promotional agreement with 92.5 The River / WXRV, Boston's Independent Radio, and one of the world's few solar powered radio stations. Under the partnership, The River will run on-air advertisements and engage in event-based marketing programs designed to further promote Attitude's Phase III® Recovery Drink in the New England market. The campaign begins this month and will run throughout the summer.

Donald St. Sauveur, General Manager for 92.5 The River, stated, "As an independent, solar-powered radio station, it's so exciting to be working with Attitude, a company that's driven by innovation and sustainability."

"The River is a unique opportunity for Attitude to align with an environmentally-conscious and socially responsible media outlet. The River attracts active listeners who respond to the intelligent commentary of its hosts and stay for the commercials," commented Roy Warren, CEO of Attitude. "Healthy, functional beverages like Phase III stand out from any other sports drink on the market today. With its pure-milk formulation, Phase III is a drink consumers can feel good about and which we believe will resonate with The River's audience to create additional buzz for our product line."

"Many fitness-minded individuals will be hitting the beach this summer and tuning into their favorite radio stations. The River is in its 16th year of running as Boston's leading independent radio station, and will reach out to an active segment of Phase III's demographic. We believe this partnership is a fantastic fit as we continue to build sales momentum for Phase III and support our outreach into the greater Boston area," commented Niki Fuller, Vice President, 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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