SOURCE: Attitude Drinks Inc.

June 01, 2011 08:00 ET

Attitude Drinks to Promote Phase III® at Ruckus Boston Event on June 4th

PALM BEACH GARDENS, FL--(Marketwire - Jun 1, 2011) - Attitude Drinks (OTCBB: ATTD) (OTCQB: ATTD), an innovative beverage brand development company, announced today that its pure milk-based, post-exercise recovery drink, Phase III®, will be promoted during the 2011 adult obstacle race known as Ruckus Boston. Taking place on June 4, 2011 from 9am-5pm EDT on Marshfield Fairgrounds in Marshfield, MA, Ruckus Boston offers thrill-seeking adults an exhilarating four-mile long obstacle course that typically attracts over 3,500 attendees. This family-friendly event also features a mini-Ruckus obstacle course for children.

CBS Boston's 98.5 The Sports Hub (, the official radio station of Ruckus Boston, will enthusiastically promote Phase III to their loyal New England listeners throughout the event. "Since the start of our relationship with CBS Boston earlier this year, Phase III's demographic of users in the greater Boston area have expanded significantly. Those who come to experience the exhilaration of an 'adult playground' will be able to enjoy samples of Phase III. We think this is a great opportunity to increase product awareness of Phase III among fitness-focused and active professionals in the New England," said Roy Warren, CEO of Attitude.

"We were thrilled with the support from 98.5 The Sports Hub during the Boston Marathon and look forward to joining up again to promote the Phase III at Ruckus Boston," commented Niki Fuller, Vice President, Brand Manager at Attitude Drinks.

Ruckus Boston features more than 25 exciting courses designed for those with casual fitness abilities, but is challenging enough for the fittest. The event typically draws 70% men and 30% women who are between the ages of 25 and 35.

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-lookingstatements 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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