SOURCE: Attitude Drinks Inc.

May 05, 2011 09:18 ET

Attitude Drinks Reports Strong Sales of Phase III ® Across Multiple Distribution Channels

PALM BEACH GARDENS, FL--(Marketwire - May 5, 2011) - Attitude Drinks (OTCBB: ATTD) (OTCQB: ATTD), an innovative brand development company, announced today that the Company's pure milk-based, ultra-filtered, shelf stable Phase III® Recovery Drink is achieving strong sales momentum across the Company's established regional and local distribution channels to-date.

"Over the past six months, our team has brought Phase III into hundreds of fitness centers, pharmacies, specialty retailers, and convenience stores utilizing some of today's most strategic beverage and nutritional supplement distributors. Feedback from these distributors has been uniformly positive. Among them, Sand Dollar and Lone Star in Florida, have placed multiple reorders. We are very encouraged by these initial sales results, which are creating a more predictable and recurring revenue stream for Attitude. We anticipate sales momentum for Phase III to continue throughout this year," said Roy Warren, CEO of Attitude.

Lone Star Distribution, which currently serves more than 5,000 U.S. retailers, primarily gyms, fitness centers and nutrition specialty stores, began representing Phase III in February 2011. John Hoffmann, President of Lone Star Distribution, commented, "Since receiving our first shipment of Phase III, we have had to place two more orders based on high sell-through rates of this post-exercise drink in our Florida division alone. This type of early market traction indicates strong consumer acceptance, and we are seeing additional Lone Star accounts carrying Phase III as awareness grows."

Sand Dollar, which serves over 3,500 convenience, nutrition, drug and grocery stores in Central and South Florida, placed its first order for Phase III in January 2011. Norm Lubus, General Manager of Sand Dollar, commented, "Attitude's marketing campaigns have helped support sales and drive traffic to our accounts. We have re-ordered twice, will re-order again soon and are aggressively recommending that all our accounts authorize Phase III based on the velocity of sales we've seen per account thus far."

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 Drink 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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    Roy Warren
    Attitude Drinks, Inc.
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