Godfather of Exploding Relaxation Category Remains in High Demand

HOUSTON and CHICAGO, July 15 /PRNewswire-FirstCall/ -- Peter Bianchi and his tireless drank® team sure have a lot to smile about these days. The CEO of Innovative Beverage Group Holdings, Inc. (Pink Sheets: IBGH) and inventor of the relaxation category and its industry leader, drank®, looks back astounded by the last two years of company growth.

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"The relaxation category is my baby, and it went straight from infancy to running cross country!" said Peter Bianchi, CEO of Innovative Beverage Group. "After creating drank®, I instantly knew we had found a product poised to benefit and influence many people. It tasted good, it relaxed me (which is a hard thing to do) and it made people who tried it feel good. Although I knew it would be successful, even I was surprised at how quickly we were able to create a huge stir in the industry and how many more products followed in our footsteps."

On the heels of being a keynote speaker at the World Beverage Conference in Istanbul, Turkey, Mr. Bianchi, highly sought after speaker within the beverage industry, attended the Kentucky Beverage Association's Annual Conference in Lexington, KY on July 14, also as the keynote speaker. His speech revolved around the launching of drank® and how this launch has led him to become the "grandfather of the relaxation beverage category." Immediately following the conference, he was whisked away to Chicago, IL to appear on the popular morning show Monsters and Money in the Morning to discuss the recent drank® launch in Chicago, one of the largest markets in the U.S. Tune in to CBS Channel 2 in Chicago on Friday, July 16 at 5:15am CDT.

In addition to Mr. Bianchi's upcoming media appearances, drank® has also been featured in various news outlets including The Wall Street Journal, Good Morning America, The Today Show, MTV.com, and various network affiliates and daily newspapers around the country. Another component of drank®'s success is due in part to their cult-like following on Facebook and Twitter. "Staying connected to our fans has never been so important, and we are committed to continuing this trend by reaching them via social media," promises Mr. Bianchi.

"We've seen various companies tout themselves as the industry leader, and that's all fun and good, but ask the distributors, ask the consumers and look at our social media outlets," says Mr. Bianchi. "There is only one product dominating the category, and that is drank®. We are proud to be the godfather of the category as this trend of relaxation is only going to continue, and we are happy to lead the charge and expose the impostors."

drank®'s unique combination of a light, grape tasting formula comprised of rose hips, valerian root, and melatonin has led to relaxation beverage fever across the country. Since its inception, drank® has become available nationwide through over 50 independent distributors and national deals with 7-Eleven and other convenience stores and grocers. Of late, drank® has announced distribution deals in major markets such as Chicago, Cleveland and Columbus, OH, South Carolina, Oregon, Southern California and Kentucky. It is also the first product in the category to go international, announcing deals recently in both Canada and Azerbaijan. This success has led to dozens of products, some mimicking drank®, entering the category and seeking the same profits Innovative Beverage Group has seen. In both 2008 and 2009, profits have more than doubled, in 2009 that increase was upwards of 200%.

drank® is the antithesis of the herd of energy drinks crowding the functional beverage sector. With a slogan of "slow your roll®," this lightly carbonated relaxation product uses melatonin, valerian root and rose hips to provide a relaxing effect for consumers. Since launching drank® to select markets in early 2008, it has quickly become the go-to product for people looking to relax their mind and body.

For more information about drank®, please visit: www.drankbeverage.com, call 877-DRANK-02 or follow the brand on Twitter – www.twitter.com/slowyourroll.  

About Innovative Beverage Group Holdings, Inc.

Innovative Beverage Group Holdings, Inc. is a Nevada-based corporation headquartered in Houston, Texas that engages in the distribution and wholesale of products in the New Age beverage category. The company recently launched its first proprietary product drank®.  drank® was created to induce a natural calming and soothing effect when consumed. Lightly carbonated and grape flavored drank® was formulated with natural calming agents including melatonin, rose hips, and valerian root. drank® is sold in prominent purple, signature 16 ounce cans bearing the slogan "slow your roll®" and is available in convenience and grocery outlets in a growing number of regions throughout the United States. Innovative Beverage Group began operations as a distributor for well-known national brands of beverage products including Jolt, Rock Star, Crystal Geyser, Sweet Leaf tea, Arizona Ice tea, and Volvic Water.  Although the company continues to distribute many of these well known brands in the greater Houston area, the expansion of Innovative's proprietary product division has become foremost in their business model.  Recent corporate strategies have been focused on the marketing and distribution of drank™ to accommodate the growing demand for the product. Innovative Beverage Group is also currently working to add additional proprietary products to its line that will complement drank® and provide consumers with an array of new and unique concepts in the New Age beverage category.

All company and/or product names are trademarks and/or registered trademarks of their respective owners.

Cautionary Statement Regarding Forward-Looking Statements

Certain oral statements made by management from time to time and certain statements contained in press releases and periodic reports issued by Innovative Beverage Group, Inc., (the "Company"), as well as those contained herein, that are not historical facts are "forward-looking" statements within the meaning of Section 21E of the Securities and Exchange Act of 1934, and because such statements involve risks and uncertainties, actual results may differ materially from those expressed or implied by such forward-looking statements. Forward-looking statements, including those in Management's Discussion and Analysis, are statements regarding the intent, belief, or current expectations, estimates, or projections of the Company, its directors, or its officers about the Company and the industry in which it operates and are based on assumptions made by management. Forward-looking statements include without limitation statements regarding: (a) the Company's strategies regarding growth and business expansion, including future acquisitions; (b) the Company's financing plans; (c) trends affecting the Company's financial condition or results of operations; (d) the Company's ability to continue to control costs and to meet its liquidity and other financing needs; (e) the declaration and payment of dividends; and (f) the Company's ability to respond to changes in customer demand and regulations. Although the Company believes that its expectations are based on reasonable assumptions, it can give no assurance that the anticipated results will occur. When issued in this report, the words "expects," "anticipates," "intends," "plans," "believes," "seeks," "estimates," and similar expressions are generally intended to identify forward-looking statements.

For media samples, product photography, and additional information- contact Beckerman at 201-465-8008 or email [email protected]

SOURCE Innovative Beverage Group Holdings, Inc.