SOURCE: Attitude Drinks Inc.

April 15, 2011 10:37 ET

Attitude Drinks Takes Phase III® Recovery Drink to The Finish Line Festival Hosted by Boston's 98.5 The Sports Hub at the 2011 Boston Marathon

PALM BEACH GARDENS, FL--(Marketwire - Apr 15, 2011) - Attitude Drinks (OTCBB: ATTD) (OTCQB: ATTD), an innovative beverage brand development company, announced today that its Phase III® Recovery Drink will be promoted and sampled at The Finish Line Festival hosted by Boston's highly rated sports radio station, 98.5 The Sports Hub, during this year's Boston Marathon. The Boston Marathon is the world's oldest annual marathon and, by tradition, will be held on Patriot's Day, April 18, 2011.

This year's race is expected to draw 25,000 participants, be cheered on by 500,000 spectators, and be viewed by thousands more via digital and televised broadcasts. 98.5 The Sports Hub annual free-to-attend The Finish Line Festival is located just steps away from the Boston Marathon Finish Line at the Shops at the Prudential Center's Boylston Plaza in the City of Boston. In addition to serving the Phase III beverage at their Finish Line Festival, 98.5 The Sports Hub (, the flagship radio station of the New England Patriots, Boston Bruins and New England Revolution, will promote Phase III on-air throughout the race day and will feature Phase III on their Finish Line Festival JumboTron, which will capture live action from the finish line.

Roy Warren, CEO of Attitude, said, "The professionals at 98.5 The Sports Hub are great promotional partners for Phase III. Their radio personalities are respected and recognized and include celebrities like former New England Patriot Scott Zolak. Through the station's continued promotional support, along with sampling of our great-tasting post-exercise recovery drink at The Finish Line Festival at the Boston Marathon, we've created a surefire way to get Phase III into the hands of consumers."

"The 115th running of the Boston Marathon is a world-class event with a sizable annual attraction from active individuals of all ages and stages of fitness activity," commented Niki Fuller, Vice President, Brand Manager for Attitude Drinks. "We're excited to have the opportunity to participate in the Finish Line Festival and reach out to both participants and spectators, not only through face-to-face exposure and sampling opportunities at a prime location, but also with the added support of one of the area's favorite radio stations, 98.5 The Sports Hub."

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

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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