SOURCE: DC Brands International, Inc.

September 18, 2007 14:00 ET

DC Brands CEO Addresses Recent Announcement by VP of Sales

DENVER, CO--(Marketwire - September 18, 2007) - Today DC Brands International's (PINKSHEETS: DCBI) President and CEO, Richard Pearce, responded to yesterday's press release by Vice President of Sales Jim Randall.

Said Pearce, "Jim and I had a rather extensive meeting on the current directions and overall direction of DC Brands, and at the end of the day I would have to admit I was allowing us to let our dreams get in the way of our reality. That's why we hire guys like Jim -- seasoned pros with great track records -- they have a lot to say that we can learn from. Jim is a 'been-there, done-that' kind of guy, and I have immense respect for his wisdom and advice. Facts are it was not just Jim. We have received a sizable number of calls from shareholders concerned that we were becoming defocused and trying to do too much too soon and, looking back, they were all correct."

"I believe this is being reflected in our stock price recently as we made these announcements in Vegas and have seen a sizable fall since. The calls I get are similar with respect to concerns about staying focused. I am embarrassed to say, but I know better. All of our plans and ideas are very sound and will make sense in the right time and place, but we have too much coming at us right now, and I promise we will refocus and reload."

"We are still struggling to get this audit completed while staying on top of normal business and keeping us moving forward. We have missed deadlines and understand it is critical to becoming a fully reporting company, and we will get it done. However, anyone that has ever been through this process knows it is a very exhausting undertaking that requires an enormous amount of time and focus, and we simply need to recognize and accept our limitations."

"For now we will put the brakes on our announced RUN and Massive products as well as Hard Dickens Cider and will pull out of five of seven planned international deals. China and Australia will continue as they are well under way and essentially self-funding due to the deals we have struck."

"Myself and several members of our team, along with the Turn Left Calendar Girls and Heidi Cortez, are going to China next week as we have many exciting developments happening there. While in China, we will see the first production versions of our new health line of products' unique packaging and delivery system roll off the assembly line. Additional trip details will be provided later in the week."

"In the meantime, I owe an apology to our shareholders. I allowed our grandiose plans to get in the way of our ability to execute and again, I know better. I did say a few months ago in a press release that shareholders should not be surprised if they see me rein us back a bit because I was starting to get uncomfortable with the rate of expansion and ability to focus. I have met with our team and provided clear direction for moving forward. Jim is making great progress at the retail level, but it is a process that takes time. We have a finite amount of resources and need to deploy them only where they have the best chance of success. I do know that our Turn Left and Dickens Cider lines continue to get traction and that our new health line is our chance to offer a first-to-market advantage and own a new category. Everyone that has evaluated these products is just floored by the concept and potential they have."

"Next month's edition of The Buzz newsletter is currently in the works. We are making some changes due to this announcement, and I trust our shareholders will like what they hear."

About DC Brands International:

DC Brands International, a publicly traded company under the ticker symbol (PINKSHEETS: DCBI), specializes in and manufactures unique energy drink brands. Established in 1998, DC Brands went public in 2005, and the company's first product, Dickens Energy Cider, launched in 2002 after a lengthy process in developing its distinctive flavor and packaging. Following the success of Dickens Energy Cider, the company chose to expand its product line with a beverage that filled the substantial NASCAR niche. With more than 75 million loyal fans, the NASCAR demographic presented an attractive opportunity to become one of the few racecar-themed energy drinks in the marketplace. Following much due diligence, research and testing, Turn Left Energy Drink recently came to fruition.

For more information on DC Brands International, visit their website at and

Note: Except for the historical information contained herein, this news release contains forward-looking statements that involve substantial risks and uncertainties. Among the factors that could cause actual results or timelines to differ materially are risks associated with research and clinical development, regulatory approvals, supply capabilities and reliance on third-party manufacturers, product commercialization, competition, litigation, and the other risk factors listed from time to time in reports filed by DC Brands International with the Securities and Exchange Commission, including but not limited to risks described under the caption "Important Factors That May Affect Our Business, Our Results of Operation and Our Stock Price." The forward-looking statements contained in this news release represent judgments of the management of DC Brands International as of the date of this release. DC Brands International and its managers and agents undertake no obligation to publicly update any forward-looking statements.

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