SOURCE: DC Brands International, Inc.

September 17, 2007 17:30 ET

DC Brands Focuses on Core Competencies

DENVER, CO--(Marketwire - September 17, 2007) - DC Brands International (PINKSHEETS: DCBI) announces today that after several in-depth meetings between President and CEO Richard Pearce and Vice President of Sales Jim Randall, the company is redirecting its energy into several key areas that parallel its core competencies.

"I chose to come out of retirement and join the company not only because of their exciting brands, but also, more importantly, because of the visionary leadership that Richard provides and the inexhaustible energy level of the team," said Jim Randall. "I know a lot of announcements were made in Las Vegas and there is not one idea the company has on the drawing board that I do not agree with when the time is right. We're refocusing on what we have in the market now and in the near future with Dickens Energy Cider and Turn Left as well as the new health line of products, which I believe will become the largest part of our portfolio by the end of 2008."

Continued Randall, "DC Brands has done a phenomenal job of creating a true first-to-market product that I believe can make obsolete the perceived competitors virtually overnight. The line has changed considerably since we showed a mock-up in Las Vegas. The product itself, bottles, labels, packaging and especially the entire patent-pending 'delivery system' are truly revolutionary. I assure you there is not any product on the market like this, and it will take the industry by storm. This is great news, and I am more excited now than I have ever been about the future of our company. I know Richard will provide an update regarding these matters with next month's edition of The Buzz newsletter."

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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