Straight Up Brands (fka STRU)

[Mr. Zen]

Straight Up Brands Appoints Southern Wines and Spirits to Distribute Bracco Wine in Pennsylvania
Company's Products Now Distributed in 19 States
Dec 11, 2006 9:47:00 AM
NEW YORK, NY -- (MARKET WIRE) -- 12/11/06 -- Straight Up Brands, Inc. (PINKSHEETS: STRU) (the "Company") www.straightupbrands.com, an emerging developer and global marketer of premium branded wines and spirits headquartered in New York, today announced the appointment of Southern Wines and Spirits of Pennsylvania to distribute its line of Bracco Wine in Pennsylvania. Southern Wine & Spirits of America, Inc. is the nation's largest wine and spirits distributor, with operations soon to be in 27 states. The Company believes that this relationship with Southern will continue to lead to additional distribution agreements with a resultant doubling of sales in 2007.

Bracco Wine is a line of eight Italian wines that the Company owns and markets in collaboration with the actress Lorraine Bracco. In January 2006, the Company's importer, Maison Jomere Ltd., appointed Opici/American BD wines to distribute the product in New York, New Jersey, Connecticut. Southern Wines & Spirits expanded the reach of Bracco Wines to Florida and Nevada in addition to Pennsylvania.

"Our national expansion is continuing apace and performing strongly in all markets. Recently we launched the Bracco wines in Florida and sales have exceeded high expectations. Additional distribution channels in Maryland, Georgia, Kentucky, and Indiana will be launched in early 2007," added David McCallen, CEO of Straight Up Brands.

The wine has been well received by the trade, the press and with leading restaurateurs. Ms. Bracco continues to appear with the wine on national television and media events, including Martha Stewart and The View and Bravo's Top Chef program. The actress, who is well known for her roles in the "Sopranos" and "Good Fellows" has introduced the product to many restaurants, has been working with the Company's distributors and importer, and has been an excellent partner who is committed 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
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
888-890-8909