Shares of Attitude Drinks have been on the slide, but got a big pop yesterday from news of the launch of the company’s Phase III® Drink products in the New England market via a relationship with Entercom Boston. Through this partnership, Phase III® will now be associated with two of the biggest names in professional sports, the Boston Red Sox and the Boston Celtics, while reaching over 10 million consumers in the Northeast corner of the United States.

Phase III will be introduced through a completely integrated marketing campaign utilizing The WEEI Sports Radio Network, Sponsorship of Red Sox Spring Training on the 70-station Red Sox Radio Network, as well as Sponsorship of “Ask the Owner,” a weekly interview with Celtics owner Wyc Grousbeck on WAAF, Boston’s Rock Station. Interested investors are encouraged to listen to an audio clip of Phase III’s New England radio spot on the Attitude Drinks website at

Attitude has been expanding across the country, but has had this area as a focus for quite some time. It was announced last November that the Company had signed a distribution agreement with Great State/Blue Coast Beverages, one of the leading beverage distributors in the Boston and New Hampshire markets. Roy Warren, CEO of Attitude Drinks, has made many comments on the Company’s main demographic of students and athletes living in concentrated cities. Boston is a good fit for the Phase III® Recovery brand. Mr. Warren commented, “Entry into this major market should result in increasing sales for Phase III this year.”

With the official launch of Phase III® Recovery Vanilla behind them and recent expansion in distribution through Lone Star Distribution, one of the largest distributors for premium sports, fitness and nutrition supplements in the United States – coupled with this news of advancing marketing practices in the New England states – investors appear to be directing their attention to the potential of the innovative, beverage brand development company.