SOURCE: Drinks Americas Holdings, Ltd.

March 21, 2006 08:00 ET

Rheingold Related Merchandise Adds to Drinks Americas Revenue, National Chain Orders Line of Rheingold Hats and Wearables

Sales of at Least $2.5 Million of Rheingold Related Merchandise Expected 2006 Paying Drinks Americas $500,000 in Coming Year

WILTON, CT -- (MARKET WIRE) -- March 21, 2006 -- Drinks Americas Holdings, Ltd. (OTC BB: DKAM) ("Drinks Americas" or the "Company") today announced that it has executed an agreement with J2 Bell Licensing Group LLC, a well known national product licensing and merchandising company, that will guarantee payments to Drinks Americas of at least $500,000 in the coming year driven by strong retail acceptance of the recently launched Rheingold line of hats, clothing and glassware.

Rheingold's licensed hat and t-shirt line recently produced by Drew Pearson, founder of the Pearson Group, was shown for the first time at the MAGIC Show in Las Vegas at the end of February. Pearson projects that the company will do as much as $ 2 million in clothing sales with the Rheingold line. Since that time, initial response to the line has been very positive. The national retailer LIDS, with 450 locations across the United States, was the first chain to place an order for Rheingold hats. LIDS operates under the LIDS, Hatzone and Hatworld tradenames at retail locations across the United States.

Jim Bell, CEO of J2Bell, stated, "The Rheingold brand with the New York connection and nostalgic art is a fit with current retail trends. The lids product will be available in April and additional retail placements will follow."

J. Patrick Kenny, CEO of Drinks, stated, "Drinks Americas' strong early sales of Rheingold hats and t-shirts reinforce the value of our icon brand portfolio. People know Rheingold; it is a New York icon. These sales support and reinforce the brand. Sales of Rheingold Beer shirts, hats and glassware in retail outlets across the country reinforce our brand marketing efforts. The LIDS order will provide us with immediate national exposure of the Rheingold brand," added Mr. Kenny.

In October of 2005, Drinks Americas acquired Rheingold Beer, which has been famous in New York since 1883. After Prohibition, the brand became even more celebrated particularly during the '40s, '50s and '60s, thanks in part to its Miss Rheingold promotions. For those three decades, Rheingold was the most requested beer in New York City.

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 and Roy Yamaguchi's Y Sake. Drinks non alcoholic brands include the distribution of Paul Newman's Own Lightly Sparkling Fruit Juice Drinks.

Other products owned and distributed by Drinks include Damiana, the Mexican liqueur, Aguila Tequila; Norman's Wines from Australia's oldest winery, Drinks' award-winning Cohete Rum Guarana from Panama, Swiss T and Rheingold Beer. Damiana, Old Whiskey River, Y Sake, 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.

Contact Information

  • Investor Relations Contacts:

    Fred Schulman
    General Counsel
    East Coast Venture Capital
    241 Fifth Avenue, Suite 302
    New York, NY 10016
    (212) 686-1515

    Stanley Altschuler
    Investor Relations
    Strategic Growth International
    150 East 52nd Street, 22nd Fl.
    New York, NY 10022
    (212) 838-1444

    For More Information Contact:
    Charles Davidson
    Drinks Americas, Inc
    (203) 762-7000
    info@drinksamericas.com