SOURCE: Fire Mountain Beverage Company

November 21, 2005 12:35 ET

Fire Mountain Beverage Announces New Structure and Symbol Change

CRESTLINE CA, -- (MARKET WIRE) -- November 21, 2005 -- Fire Mountain Beverage Company (OTC: FBVG) (formerly FRBV) announced today that the Company's Board of Directors on November 4th, 2005 unanimously approved a reverse split of the Company's common stock at a ratio of one (1) share for one hundred (100) shares. The reverse split became effective on November 21, 2005, and the company will now be quoted under the new symbol FBVG.

According to Anthony K. Miller, Chairman and CEO, "We have made significant operational progress moving the Company from a development stage methodology to a point where our primary focus is now sales, marketing and distribution. The time has come to realign our share base. We believe that the reverse stock split will position the Company's stock in a price range that is more attractive to a broad range of significant investors. Turning to the future, I firmly believe that Fire Mountain Beverage has the strategy, significant products, people and now -- the capital structure in place -- to deliver long-term shareholder value.

Shareholders should be aware that, as a general rule, reverse stock splits do not increase or decrease the intrinsic value of a Shareholder's investment. Except for holders of a small number of shares who receive a full share in exchange for a fractional share, the number of shares resulting from a reverse split generally leaves Shareholders with their same proportionate ownership as before the reverse split. This is exemplified in two ways: (1) Since the Company has reverse split its authorized shares in proportion to its issued shares, Shareholders will own the same percentage of total issued common shares of the Company both before and after the reverse split, with the exception of those who had 100 shares or less; (2) the Company has the ability to issue the same percentage of authorized shares both before and after the split."

Fire Mountain develops, produces, markets, sells, and distributes five branded beverages. The Company produces purified water under the name Fire Mountain Beverage and also produces an oxygenated, vitamin-flavored line (with four flavors) under the Five O(2) name. The Company's products are orientated to the health-conscious consumer looking for an alternative to tap water and carbonated beverages, which often contain high sugar and caffeine levels. Fire Mountain's customer base includes single and multi-store retail operations, governmental agencies, distributors, convenience stores, schools and other outlets. These products take advantage of current market trends in the beverage industry that enhance the quality of life. FBVG has relationships that immediately provide the Company with distribution to thousands of retail locations, including major food chains.

"Safe Harbor" Statement under the Private Securities Litigation Reform Act: Statements in this news release may contain forward-looking information within the meaning of Section 27a of the U.S. Securities Act of 1993 and Section 21E of the Securities and Exchange Act of 1934, and is subject to the safe harbor created by those sections. All statements, other than statements of historical fact, are forward-looking statements that involve various risks and uncertainties, which may, individually or mutually, impact the matters described herein. There can be no assurance that such statements will prove to be accurate, and the actual results and future events could differ materially from those anticipated in such statements. The company assumes no obligation to update the information contained in this release. Readers should not place undue reliance on any forward-looking statements contained herein.

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