Attitude Drinks, Inc. Announces Significant Sales Growth in the Greater Boston Market

PALM BEACH GARDENS, Fla., May 3, 2012 /PRNewswire/ -- Attitude Drinks (OTC.BB: ATTD) (OTCQB: ATTD.OB - News), an innovative beverage brand development company and creator of the Phase III® Recovery brand, today announced increased activity in sales and marketing efforts through April 2012, throughout the Boston Metro area.

Attitude Drinks is pleased to announce a significant increase in sales not only with Tedeschi Food Shops but elsewhere within the Great State/Blue Coast Beverages Distribution System. Specifically, sales through Great State Distribution and Tedeschi Food Shops nearly doubled when comparing April 2011 to April 2012. April sales represent an eighty seven percent increase for Phase III® since the product introduction into the Great State/Blue Coast Beverage Distribution system just over a year ago. In addition, Phase III® has recently been authorized and is now being sold into Market Basket, an impressive retailer in the Boston area along with a number of independent retailers representing various sales channels from fitness centers to convenience stores.

Attitude Drinks kicked off the Phase III® spring and summer sampling initiative with the Boston Marathon taking place April 16, 2012. With positive feedback coming from supporters throughout the ten thousand spectators and participants that attended the event, this was a successful outreach. 

"The growth of Phase III Recovery in New England, which began in Boston last year in Tedeschi Food Shops, is continuing at an impressive rate as convenience stores and retailers authorize it. The addition of Demoulas Market Basket to our retailer family is extremely gratifying. Phase will be a profitable addition to Market Basket's great portfolio of products," commented Jack Shea, Executive Vice President of Sales at Attitude Drinks.

Niki Fuller, Vice President, Brand Manager at Attitude Drinks, commented, "We have always believed that Phase III would show continued success over time following product introduction and awareness marketing. The Boston Marathon has always been a successful venue for reaching out to both serious athletes and those interested in high intensity sports. Consumer reception to the product was extremely positive, which remains encouraging as we continue to pursue the selling of Phase III® into the Greater Boston Metro Area."

Steve Monaco, Director of Purchasing at Tedeschi Food Shops, commented, "I strongly believe we have just scratched the surface on our growth potential with Phase III® Recovery. Niki Fuller & Jack Shea have done an outstanding job as ambassadors of the brand. The continued focus in the Boston market will reap substantial benefits in 2012. Tedeschi Food Shops is proud to be a partner of Attitude Drinks and The Great State/Blue Coast Beverages distribution system."  

Ron Fournier, Vice President of Sales at Great State Beverage, commented, "The continued increase in sales of Phase III within the Great State/Blue Coast Beverages distribution system is affirmation that not only did we choose a winning brand, but will continue to enjoy growth in developing what surely will remain a solid partnership with Attitude Drinks. We look forward to seeing the continued efforts by the Phase III® team in support of the brand as we believe these numbers will continue to rise."

About Attitude Drinks, Inc.

Attitude Drinks, Inc. is an innovative, beverage brand development company with a pure milk recovery drink that exploits recent scientific evidence confirming the benefits of milk and protein as an exercise recovery aid. Phase III® is sold in select local, regional and national markets, including colleges, universities, convenience stores, fitness centers and gyms, as well as online. For more information, including recent clinical trial results, visit www.attitudedrinks.com.

About Great State/Blue Coast Beverages Inc.

Great State Beverage in New Hampshire and its wholly owned subsidiary Blue Coast Beverage in Mattapoisett, MA provide strong distribution with a reputation for building premier brands throughout New England. For more information about Great State Beverages please contact them at 603-644-2337.

About Tedeschi Food Shops.

Established in 1923 in Rockland, Massachusetts, Tedeschi Food Shops, Inc. is one of New England's most trusted family-owned and operated convenience store chains, with more than $600 million in annual revenue. The company operates 190 convenience store locations throughout Massachusetts, New Hampshire, and Rhode Island.

Tedeschi Food Shops prides itself on providing its customers with a family of quality proprietary brands: TD's Deli and Tedeschi Fresh Foods, Tedeschi Select, and Tedeschi Fuel.

This news release contains forward looking statements within the meaning of the Securities Litigation Reform Act. The statements reflect the Company's current views with respect to future events that involve risks and uncertainties. Among others, these risks include the failure to meet schedule or performance requirements of the Company's contracts, the Company's liquidity position, the Company's ability to obtain new contracts, the emergence of competitors with greater financial resources and the impact of competitive pricing. In light of these uncertainties, the forward-looking events referred to in this release might not occur.

Contact:

Roy Warren, CEO
Attitude Drinks, Inc.
561.227.2727
[email protected]
www.attitudedrinks.com

SOURCE Attitude Drinks, Inc.