Attitude Drinks Inc. (fka ATTD)

[Specialized]

Here is the first monthly newsletter from Roy.


Attitude Drink Company, Inc.
712 US Highway 1, Suite 200
North Palm Beach, Florida 33408

[phone]

http://www.attitudedrinks.com

June, 2014
Potential through Integrity and Perseverance!

Thank you for sharing your email address and requesting information regarding Attitude Drinks Inc.. My plan is to write you with an overview from my perspective as founder and CEO of our company monthly and as always, I am here to field calls and emails from serious and interested shareholders and observers.

Please feel free to forward this newsletter to a friend using the link at the end of this email. If you would prefer to unsubscribe from this newsletter please refer to the link also at the end of this email.

Attitude Drinks was founded in late 2007 and began trading publicly in August 2008. The prior decade for me was a very challenging and ultimately rewarding commitment as President and CEO of a small public company called Bravo! Brands, Inc.. My vision then, as it has been throughout our first 7 years here, involved developing functional and “leading edge” ready-to-drink (RTD) beverages. Specifically, my focus has been on milk and protein delivery due to two primary realities. First, milk is Mother Nature’s most perfect food and provides a myriad of unique functional attributes. Second, milk and milk protein drinks remain the last frontier in terms of dominant branding in the beverage sector.

My bachelor’s program of study was in Business Administration at the University of Maine at Orono and 40 years ago I learned that a clear and consistent definition of marketing is simple; “find a need and fill it!”. Since 1997 my goal in building beverage brands has been channeled toward that objective. Here at Attitude Drinks we see very clearly how American consumers continue to move away from RTD’s which deliver only hydration or refreshment (especially sugar laden drinks). Consumers favor those which provide either experiential or nutritional functionality. In other words, people want to know what their drink will do for them! The good news is that once consumers find a “legitimate solution to a genuine need” they are happy to pay reasonable prices for the functionality. We observe the annual sales declines in sugary/bubbly refreshment drinks while simultaneously watching sales acceleration in sports drinks, energy drinks, fortified water, and healthy juice drinks along with protein drinks! The beverage industry has always been exciting and rewarding to successful brands but, as one reviews the big winners in the industry, successful beverage brand development always takes time!

Phase III is in my opinion the most advanced and sophisticated brand in the protein delivery industry today. I know that’s a bold statement and I make that claim with considerable experience in this category. Consumer friendly and shelf stable milk RTD’s are tough enough to produce let alone adding the scientific balances of functional uniqueness for specific use occasions. Phase III is developed to cover each and every need for genuine recovery from physical activity and facilitate lean muscle growth. Attitude Drinks developed and introduced this drink in a way that delivers science, convenience, mouth feel and most of all, great flavor. We produce Phase III in America’s leading milk processing facility where we access state of the art technology in filtration, sterilization and packaging. Phase III Recovery is truly one-of-a-kind and we are very proud of our product.

My business experience spans nearly four decades and during my career I have become a student in business development and leadership. I have founded and managed six companies in my career and worked in and around the securities industry as a securities broker or principal from 1982 through 1997. I have managed micro-cap public companies ever since. During those years I have identified only two practices or attributes which have consistently determined success in business and leadership. They aren’t magic potions or brilliant insights; they are simple adherence to integrity and persistence. During my career I was fortunate to meet with two of the world’s most powerful leaders and I learned that even those great men embraced these very same behavior guidelines in every successful endeavor.

Attitude Drinks, Inc. continues to work through economic challenges and headwinds but I know that we prioritize the most important ingredients for success. This management team is committed to persevere with Phase III and other new products which are superior in their space in the beverage category. We recently grappled with updating our public reporting to re-state “non-cash” errors in our financials. While the changes took five months and resulted in our reporting a multi-million dollar improvement in our results, the process clearly impacted our share price and company momentum. We persevered.

Thank you for being part of our adventure and know that while success in this industry is a “marathon, not a sprint”, your management team here at Attitude is determined to keep our focus on long term success and those two special tools.

Thanks again for supporting us through this challenge. Next month I will review some specific plans for our near and long term growth as we continue to build our business.


Roy G. Warren, CEO