SOURCE: Drinks Americas Holdings, Ltd.

March 15, 2007 07:00 ET

Drinks Americas' Fruit Drinks and Liqueur Sales Accelerate

Newman's Own Lightly Sparkling Fruit Juice Drinks & Waters and Damiana Liqueur Volumes Exceed Expectations

WILTON, CT -- (MARKET WIRE) -- March 15, 2007 -- Drinks Americas Holdings, Ltd. ("Drinks Americas", or the "Company") (OTCBB: DKAM), a leading developer and marketer of premium beverages associated with renowned icons, today announced that the Company's sales of Newman's Own Lightly Sparkling Fruit Juice Drinks and Waters, as well as Damiana Liqueur, have accelerated over the last two months to the point that aggregate sales for these beverage products for the Company's 2007 fiscal year have already met or exceeded those of its 2006 fiscal year. The sales of Damiana alone in January and February of this year were 101% greater than those of the same months last year. (The unique liqueur is well known to the Latin American community, and its custom bottle (shaped like a pregnant woman) makes it instantly recognizable.) The sales of Newman's Own Sparkling Fruit beverages in fiscal 2007 year to date are already 18% higher than those of the entire 2006 fiscal year.

J. Patrick Kenny, President and Chief Executive Officer of Drinks Americas, said, "Damiana is an authentic and iconic product from Mexico which is used as a topper for margaritas. We are now selling the product nationwide. In addition to being a first-rate addition to any establishment's margaritas, the Damiana product has a solid and growing consumer base with the expanding Hispanic population and is growing significantly in the California and Southwestern Markets in the U.S."

The national roll-out of the Company's Newman's Own Lightly Sparkling Fruit Drinks and Lightly Sparkling Fruit Essence Waters has continued to accelerate. Over the last several weeks, Price Chopper Supermarkets (with 113 stores in the Northeast), Gristedes Supermarkets (with 47 stores in the New York metropolitan area), Family Health Foods (with 5 stores in the Staten Island borough of New York City), D'Agostino's Supermarkets (with 23 stores in the New York metropolitan area), Kingsborough College (in Brooklyn, NY), Ace Metro Distributors (a prominent convenience store wholesaler servicing Long Island, NY), Bay Area Distributors (with thousands of customers in the Silicon Valley, northern California area), Premium Beverage Distributors (in the Monterey Peninsula/northern coastal area of California), and Dry Creek Distributors (in the central valley wine country area of California) have joined the large number of distributors, retailers, and institutional food service providers across the country which are actively selling the Company's soft drink products. As an example of the rapid prominence achieved by the Newman's Own beverages with its customers, Wagner College has featured the Newman's Own drinks on its website at www.dineoncampus.com/wagner.

Mr. Kenny said, "Newman's Own Fruit Drinks and Waters are great tasting, all natural and are of the highest quality. We could not be more proud that consumers are recognizing that, as with all of our beverages, these soft drinks represent the best of class, with an iconic association that mirrors our high standards. We are also excited about the prospect of increased product exposure and sales as the result of the visibility to be gained through the recently announced cross marketing/product placement arrangement with the television and movie productions of Twisted Pictures/Evolution Entertainment."

The Company's line of Newman's Own soft drinks includes six flavors (lemonade, limeade, orange mango, blackberry, raspberry kiwi, and the newly introduced cherry) of all natural lightly carbonated fruit drinks (made with 10% fruit juice and pure cane sugar, and certified kosher), as well as three fruit essence flavors (lemon, lime, and raspberry) of lightly carbonated waters (which have zero calories, and are all natural and certified kosher).

About Drinks Americas

Drinks Americas develops, owns, markets, and nationally distributes alcoholic and non-alcoholic premium beverages that are often associated with renowned icon celebrities. Drinks' portfolio of premium alcoholic beverages includes Donald Trump's Trump Super Premium Vodka, Willie Nelson's Old Whiskey River Bourbon and Bourbon Cream. Drinks' non-alcoholic brands include the distribution of Paul Newman's Own Lightly Sparkling Fruit Juice Drinks and Flavored Waters.

Other products owned and distributed by Drinks Americas include award-winning Damiana Liqueur and Aguila Tequila from Mexico, Cohete Rum Guarana from Panama, and Rheingold Beer. Damiana, Old Whiskey River, Aguila Tequila and Cohete Rum are Gold and Silver Medal award winners respectively from the International Beverage Tasting Institute and the San Francisco International Wine and Spirits Competition. For further information, please visit our website at www.drinksamericas.com.

NOTE TO MEDIA: For Interviews, call Charles Davidson, Drinks Americas, (203) 762-7000, Ext. 18.

Safe Harbor

Except for the historical information contained herein, the matters set forth in this press release, including the description of the company and its product offerings, are forward-looking statements within the meaning of the "safe harbor" provision of the Private Securities Litigation Reform Act of 1995. These forward-looking statements are subject to risks and uncertainties that may cause actual results to differ materially, including the historical volatility and low trading volume of our stock, the risk and uncertainties inherent in the early stages of growth companies, the company's need to raise substantial additional capital to proceed with its business, risks associated with competitors, and other risks detailed from time to time in the company's most recent filings with the Securities and Exchange Commission. These forward-looking statements speak only as of the date hereof. The company disclaims any intent or obligation to update these forward-looking statements.

Contact Information

  • Investor Relations Contacts:
    Stanley Altschuler
    Ryan Daniels
    Strategic Growth International
    150 East 52nd Street, 22nd Fl.
    New York, NY 10022
    (212) 838-1444
    Email Contact

    Public Relations Contact:
    Michael Smith
    Rubenstein Public Relations
    1345 Avenue of the Americas
    30th Floor
    New York, NY 10105-0109
    (212) 843-8328
    Email Contact