SOURCE: DC Brands International, Inc.

September 11, 2006 16:05 ET

DC Brands International Announces New Product Targeted at NASCAR Fans

DENVER, CO -- (MARKET WIRE) -- September 11, 2006 -- At the close of business Monday; DC Brands International, Inc. (PINKSHEETS: DCBI) announced they have developed a new product specifically targeted towards the enormous NASCAR fan base across the country. The company's President & CEO Dick Pearce said, "It is an idea I came up with while working with some of the major chains and big box stores that quite frankly loved our product but thought it might be a little too risqué for their core clientele. Our new product is called Turn Left and the bright yellow can depicts three fictional NASCAR style cars coming out of a banked turn and racing down the straightaway. The product depicts the catch phrase 'Turn Left Twice and You Will Turn Your Day Around.' This phrase suggests that customers drink it at least twice a day to keep their energy levels at their peak. The cans came out great. The graphics are striking. The project started from our working with the buyers and reps of some of the major big box and wholesale groups where we learned that they also had growing frustration with the recent proliferation of individualized, 'signature' drinks targeting NASCAR fans. Some reported having as many as nine separate drinks each under the name of and displaying a specific driver such as Dale Earnhardt Jr., Tony Stewart or Jeff Gordon for example. Although collectively the volumes where quite substantial, each individual drink lacked major numbers in pull through due to the loyal nature of the typical NASCAR fan who would never buy anything with another driver's name on it; other than the one they cheer for. This left the door open for a great product that could appeal to all NASCAR fans while at the same time simply fulfilling the need for the buyers at the store level."

Mr. Pearce continues, "Our approach to this project is much different from any of our others with respect to distribution. We are only targeting the major wholesale clubs and big box stores such as Sam's Club, Costco, BJ's, Wal-Mart, Target, etc. This is not only because statistically that is where the overwhelming number of NASCAR fans shop, it is also where no individual network of distributors are required. Products go from our manufacturing plants to their major warehouses and they distribute it to the individual stores. This product will lead on price point and will sell for as much as $8.00 a case less than say Red Bull or Monster, which we can afford to do since no outside form of advertising is intended. This means, other than the pallets dropped on the floor, some in-store promotions and taste tests, there will be no bar promotions, or traditional advertising for this product. It will sell like many generic store brands do; as an impulse buy predicated on price point. It is intended to create what we like to call mailbox money. With the realistic potential of case volumes in excess of 30,000-40,000 per month with just three of the groups we're targeting, the revenue potential is enormous. The product development stage is complete and the intellectual property rights have been secured. Samples will begin being shipped to buyers for evaluation this fall and will be available for our shareholders to review at this year's shareholder meeting on November 17th."

For more information on the company, visit their web site at DickensEnergyCider.com

Primary Contact: Keith Howard 303-279-3800

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.

Contact Information

  • Contact:
    Keith Howard
    303-279-3800