Straight Up Brands (fka STRU)

[Mr. Zen]

Straight Up Brands Appoints the Montgomery County Department of Liquor Control (DLC) to Distribute Bracco Wine in Montgomery County, Maryland, Adjacent to Washington, D.C.
Company's Products Now Distributed in 20 States
Dec 20, 2006 11:06:00 AM
NEW YORK, NY -- (MARKET WIRE) -- 12/20/06 -- 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, announced today that Bracco Wine will now be distributed by the Montgomery County Department of Liquor Control (DLC). Established in 1776, Montgomery County is located adjacent to Washington, D.C. and is Maryland's most populous and most affluent area. The Montgomery County DLC is the wholesaler/distributor for all beverage alcohol products sold in the almost 500 square miles represented by this area.

"Montgomery County will be a key contributor to the success of our national expansion in their distribution of Bracco Wine to a large and prosperous market in a key selling season. Additional distribution channels in Maryland, Georgia, Kentucky, and Indiana will be launched in early 2007," added David McCallen, CEO of Straight Up Brands.

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 and Connecticut. Southern Wines & Spirits expanded the reach of Bracco Wines to Florida, Nevada and Pennsylvania.

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 promoting the wine, including Martha Stewart and The View and Bravo's Top Chef program. The actress, who is well known for her roles in the "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 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