SOURCE: Drinks Americas Holdings, Ltd.

August 09, 2005 07:14 ET

Drinks Americas Holdings, Ltd. Announces Joint Venture Agreement With Sackets Harbor Brewing Company

Joint Venture Adds Award-Winning Products to Drinks Americas' Expanding National Beer Distribution Network and Provides Access to Over 600 New Accounts

WILTON, CT -- (MARKET WIRE) -- August 9, 2005 -- Drinks Americas Holdings, Ltd. ("Drinks") (OTC BB: DKAM) today announced that it has agreed to form a joint venture co-marketing and co-distribution agreement with Sackets Harbor Brewing Company of Sackets Harbor, New York. Sackets Harbor Brewing Company, winner of multiple national awards for its micro-brew products, is positioned as a specialty brewer and developer of unique product lines currently distributed throughout Central and Northern New York. The Company is in an area closely associated with American history, particularly the War of 1812. Their core products currently include the flagship brand 1812 Amber, Thousand Islands Pale Ale, 1812 Light, and Independence Wheat. It is the intention that both Drinks and Sackets Harbor will promote and sell the other's products.

Drinks Americas will work with Sackets Harbor to expand the sales of Sackets Harbor's product line nationally. Drinks, which already is slated to sell Rheingold Beer and Newman's Own Sparkling Fruit Drinks through a growing beer distribution network, believes the relationship will result in product expansion for each company.

The joint venture will give Drinks access to all of Sackets Harbor's brands as well as access to their casual dining restaurant assets. Sackets Harbor is a subsidiary of North Country Hospitality, Inc., which is a holding company with over 600 outlets that include restaurants featuring American cuisine, Tex-Mex restaurants, and specialty brick-oven pizza and wine bars. It is planned that Drinks' products will be the featured alcoholic beverage products in all Sackets Harbor's restaurants. Sackets Harbor believes Drinks' portfolio of premium Aguila Tequila, Cohete Rum and Damiana Mexican Liqueur will play a significant role in the marketing of Sackets Harbor's authentic Mexican restaurants. Damiana is an original Mexican addition to a traditional Mexican Margarita. Additionally, Sackets Harbor's wine bar component will be featuring wines from Drinks' fine wine and super premium selections. Drinks also plans to distribute its non-alcoholic lines of Newman's Own Sparkling Fruit Drinks and Swiss T to Sackets Harbor's many outlets.

Chairman and CEO of Sackets Harbor and North Country Hospitality, Christopher Swartz, said, "We are very excited about the opportunity to work with Drinks Americas and their exceptionally experienced management team. Their portfolio of high profile products will be an integral part of our ongoing positioning and marketing of our casual dining restaurants. Additionally, we believe that, with the help of Drinks Americas, our premium beers will be very well received on a national basis. This joint venture gives us the ability and the intellectual horsepower to do so. There are many other synergies between the two companies that we are just beginning to explore. We look forward to a long and mutually profitable relationship."

Patrick Kenny, CEO of Drinks, stated, "We are excited about access to the many fine on-premises accounts and the profile our brands will receive. The prospect of adding over 600 accounts to our sales base for Old Whiskey River Bourbon, Cohete Rum, Aguila Tequila, Damiana and our fine wines in New York and Florida is extremely exciting. We also see a great synergy between two great New York beers, each with a storied history at two different price points. 1812 Amber and its family of brands are a great premium brand with an exciting story, and Rheingold is New York's beer dating from 1838 and marketed at a mid-price point. The combination and the New York story are compelling."

Kenny also added, "This joint venture results in immediate business for both companies and the framework for a long term growth relationship. We are very excited about both Sackets Harbor Brewing and working with the new 600 accounts."

The companies expect to provide future details of specific developments in this joint venture as they unfold.

Drinks develops, owns, markets, and nationally distributes alcoholic and non-alcoholic premium beverages, often associated with icon celebrities or targeted demographics.

Drinks Americas' portfolio of premium alcoholic beverages includes Willie Nelson's Old Whiskey River Bourbon and Bourbon Cream, Roy Yamaguchi's Y Sake, Aguila Tequila, Normans Wines from Australia's oldest winery, and Drinks' award-winning Cohete Rum Guarana from Panama.

Old Whiskey River, Y Sake, Aguila Tequila and Cohete Rum are award-winning gold or silver medal award winners from the International Beverage Tasting Institute and the San Francisco Wine and Spirits Competition. The company is also the U.S. distributor for Damiana, the Mexican Liqueur.

Drinks Americas' portfolio of premium non-alcoholic brands include Swiss T (imported naturally brewed tea made with pure cane sugar), and the recently launched Newman's Own All Natural Sparkling Fruit Juice Drinks.

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.

For further information, please visit our website at www.drinksamericas.com.

Contact Information

  • Contact:

    Drinks Americas Holdings, Ltd.
    372 Danbury Road
    Wilton, CT 06903
    Att: Charles Davidson
    203.762.7000

    Investor Relations:

    Strategic Growth International
    Stanley Alschuler
    212 838 1444