SOURCE: Regal Life Concepts, Inc.

June 09, 2009 09:00 ET

AWA Wine Is Exclusive Wine Sponsor for Esteemed Supermodel Pageant Competition Held in China

PHOENIX, AZ--(Marketwire - June 9, 2009) - Regal Life Concepts, Inc. (OTCBB: RGLC) is pleased to announce that Guangzhou AWA Wine Co. Ltd. ("AWA Wine"), a portfolio investment company of Regal Life, was recently the exclusive wine sponsor for the China divisional finals of the prestigious Supermodel of the World Cosmos Pageant held in the Mission Hills Golf Club in Shenzhen, the People's Republic of China (the "PRC").

Supermodel of the World Cosmos Pageant is one of three international super model competitions originated by World Model Organization in 1990. Successful models that have emerged form this pageant include Chinese super models Joie Qu Ying, Lu Yan and Chen Juan.

"The power of association is something that marketers look forward to in sponsoring an event, hoping that it will make a difference to perception. Brand association creates brand personality. The personality of a brand attracts customers to the brand because such brands allow customers to express their sense of self through consumption of the brand," Eric Wildstein stated, Regal's CEO.

"Foreign winemakers have analyzed the Chinese market and have changed their previous consumer target which was in the age group between 40 to 60 years old and was considered to have the best purchasing power. Their new target is in a range of 20-35 years old: graduates with stable jobs, well-paid and with a Western model of lifestyle and food habits. AWA's sponsorship of this prestigious event should significantly expand its brand profile in this new targeted group of imported wine consumers in the country."

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To establish a dominant position in the fast growing imported wine market in China, Regal Life has executed an equity investment agreement with Guangzhou AWA Wine Co. Ltd. to acquire an initial 26% equity stake in Guangzhou AWA Wine Co. Ltd., an innovative wine importer and distributor in China. At present, imported wine occupies only a 10% market share in the China wine industry. In order to expand its market share, Regal aims to bring in foreign expertise and management to build a systematic, comprehensive and sustainable marketing strategy to establish strong brand images, cultivate brand recognition and develop customer loyalty for wine products imported by AWA Wine.

The AWA Wine network is currently comprised of 17 corporate-owned and franchised locations throughout China that is servicing a strong and growing membership base of over 50,000. The newly established Regal Life-AWA Wine joint venture will lead to the opening of additional corporate-owned AWA Wine locations in China and the development of an improved IT infrastructure to enhance backend administration, sales and logistics support. AWA anticipates that, with the proper funding, it will expand its network to 100 AWA Wine Club locations and 1 million active AWA Wine Club members by 2013.

China Wine Marketplace

According to a Feb 2 2009 Financial Post article, British firm IWSR conducted a study which projected that Russia and China will account for 58% of the growth in wine consumption in 2009. With current annual Chinese consumption of wine at only about a half-liter per capita compared to the current world average of 3.5 liters per capita per year, there is huge potential market growth for the imported wine industry in China. Wine consumption in China has exhibited annual growth rates in excess of 8% over the past several years and is projected to exceed 1 billion bottles in 2011. Industry experts say China may become the World's eighth largest wine consumer by 2012.

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About Regal Life Concepts, Inc.

Regal Life Concepts, Inc. is a publicly traded company with headquarters in Phoenix, Arizona. Regal Life Concepts, Inc. is strategically positioning itself in the health, wellness and lifestyle arena and is investigating further opportunities in Asia. Regal Life Concepts, Inc. trades on the NASDAQ OTC BB under the ticker symbol: RGLC. The Company is focused on the health, wellness and lifestyle sector with a multi-faceted approach to market penetration. The company has identified two major growth industries -- Wine Distribution Market in China and Health and Wellness Tourism.

About Guangzhou AWA Wine Co. Ltd.

Established in 2005, AWA Wine is a wine importer and distributor in China with a unique and innovative business approach to capitalize on the rapid growth in the number of Chinese imported wine consumers. Its expansion model has allowed the company to scale its business rapidly -- now doing sales all over China throughout several provinces.

On behalf of the Board

Eric Wildstein, President

Forward-Looking Statements

Statements in this news release that are not historical facts are forward-looking statements that are subject to risks and uncertainties. Words such as "expects," "intends," "plans," "may," "could," "should," "anticipates," "likely," "believes" and words of similar import also identify forward-looking statements. Forward-looking statements are based on current facts and analyses and other information that are based on forecasts of future results, estimates of amounts not yet determined and assumptions of management, including, but not limited to, the Company's belief that Regal Life Concepts, Inc. can identify and successfully negotiate business prospects in Asia, and that the Company can successfully operate such prospects. Actual results may differ materially from those currently anticipated due to a number of factors beyond the reasonable control of the Company. Additional information on risk and other factors that may affect the business and financial results of the Company can be found in filings of the Company with the U.S. Securities and Exchange Commission.

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