Straight Up Brands (fka STRU)

[Mr. Zen]

Straight Up Brands (STRU) Bracco Wine Sales Reach 10,000 Cases
Significant Results Have Been Achieved With Limited Distribution; National Distribution to Be Achieved in 2007
Nov 7, 2006 9:51:00 AM
NEW YORK, NY -- (MARKET WIRE) -- 11/07/06 -- Straight Up Brands, Inc., (PINKSHEETS: STRU) (the "Company") http://www.straightupbrands.com/, the global marketer and emerging developer of branded premium wines and spirits headquartered in New York, announced today that due to the exceptional reception the Bracco wines have received, sales have now exceeded the 10,000 case mark, and this is before the Holiday Season sales begin.

Bracco Wine is a line of eight Italian wines owned by the Company and marketed in collaboration with the Oscar®-nominated actress Lorraine Bracco who is famous for her portrayal of Dr. Melfi in the critically acclaimed, Emmy®- and Peabody-awarded HBO drama series "The Sopranos."

"Our national expansion is well underway and the results have been inspiring. Sales have been indeed brisk and as a result we have been able to attract many of the top distributors in the United States to assist us in marketing the Bracco wines. We expect a minimum increase on a national basis of over 100% in 2007 above current sales," said David McCallen, CEO of Straight Up Brands, Inc.

Companies such as Southern Wine & Spirits, Glazer's Distributors, Associated/Charmers Industries, General Wines & Spirits, Perfecta Wine Company and Youngs/Republic have all enthusiastically embraced the Bracco wines due to the publicity generated by Ms. Bracco and the exceedingly high quality of the wines.

The Company will now concentrate on sales within its existing distributor network in most of the key markets throughout the country and assist them in their sales efforts for the Holiday Season. While these sales efforts from our distributors are being implemented, Straight Up will be working on phase II of the Bracco expansion program. It is anticipated that the remaining large markets such as Texas, California, Massachusetts and Georgia will be on board by the end of the first quarter of 2007.

The wine has been greatly received by the trade, the press and top restaurateurs. Ms. Bracco has appeared in promotion of the wine on leading national television programs including "The Martha Stewart Show" and "Rachel Ray." Ms. Bracco has headlined a broad array of prominent media events since this line of fine Italians wines was launched and will continue to introduce Bracco Wine to a mass audience in venues such as Bravo's highly anticipated reality program "Top Chef."

Ms. Bracco, who is well known for her acting roles in "The Sopranos" and "Goodfellas," has introduced this product to highly regarded restaurants across the nation, has worked in tandem with the Company's distributors and importer and has been an exceptional partner as evidenced by her dedicated commitment to the success of this product.

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About Straight Up Brands Inc.

Straight Up Brands Inc. develops, produces, and markets branded wine and alcoholic beverages through collaborations with artists, DJs and other influential celebrities. The Company's premium branded products are within three growing categories of the spirits industry: wine, vodka and liqueurs/cordials. The Company's first product brought to market is Bracco Wine; future products include Foxy Brown's sparkling wine, Storm Vodka with DJ Clue, MoMo Mojito with Ja Rule, and Gravity Blue Long Island iced tea with Magic Juan. The Company anticipates adding to these product lines with additional celebrity endorsements prior to the end of 2006, and continuing through 2007. Leveraging the marketing power of artists combined with the current growth and solid profit margins in the spirits industry, the Company is well positioned for strong revenue growth, earnings and success.

The Company has distribution agreements with 10 distributors, including Southern Wine and Spirits, Associated/Charmer, General, Glazers, Opici, and Stoller, who distribute the Company's products in 18 states.

FORWARD-LOOKING STATEMENTS

Statements about Straight Up Brands, Inc.'s expectations, including future revenues and earnings, and all other statements in this press release other than historical facts are "forward-looking statements" within the meaning of section 27A of the Securities Act of 1933, Section 21E of the Securities Exchange Act of 1934, and as the term is defined in the Private Litigation Reform Act of 1995. Straight Up's actual results could differ materially from expected results. Straight Up's undertakes no obligation to update forward-looking statements to reflect subsequently occurring events or circumstances. Should events occur which materially affect any comments made within this press release; Straight Up will appropriately inform the public.

Contacts:

Investment Banker:
Paul Gozzo
President/CEO
PMG Capital
888-747-5397

Investor Relations Contact:
Gerald Kieft or Ryan Audin
Wall Street Resources, Inc.
2646 SW Mapp Road, Suite 303
Palm City, Florida 34990
772-219-7525
http://www.wallstreetresources.net

David McCallen
CEO
Straight Up Brands, Inc.
888-890-8909