Straight Up Brands (fka STRU)

[Mr. Zen]

Straight Up Brands (STRU) Bracco Wine Sales for 2006 Exceed 11,000 Cases
National Distribution in 2007 Sales Expected to More Than Double
Jan 11, 2007 9:30:00 AM
NEW YORK, NY -- (MARKET WIRE) -- 01/11/07 -- 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 year end results for Bracco wines have exceeded all projections, with sales orders for 2006 now over the 11,000 case mark, representing approximately $1 million in revenues.

"The introduction of Bracco wines in the second quarter of 2006 and the subsequent results have been most impressive. Our business model of collaborating with a celebrity to create awareness of a brand is being validated by these sales results. In a marketplace crowded by many existing wine brands and the introduction every year of hundreds of new brands, the immediate, positive results that Bracco wine has achieved are most gratifying. We have been able to attract many of the top distributors in the United States to assist us in marketing the Bracco wines, and we expect a minimum increase on a national basis of over 100% in 2007 above current Bracco wine sales," said David McCallen, CEO of Straight Up Brands, Inc.

"The distribution network we have developed has expressed interest in representing Straight Up's other products as they are introduced to the marketplace. These distributors and their retail customers 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 and its distributors anticipate similar interest and significant sales to be generated by the other products that we will be rolling out in 2007," added Vincent Viola, President of Straight Up Brands, Inc.

Bracco Wine is a line of eight Italian wines that the Company owns and markets in collaboration with the actress Lorraine Bracco. 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, The View and Bravo's Top Chef program. The actress, who is well known for her roles in the "Sopranos" and "Goodfellas" 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, DJ's 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, and MoMo Mojito with Ja Rule. The Company anticipates adding to these product lines with additional celebrity endorsements throughout 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 contracts with 10 distributors, including Southern Wine and Spirits, Opici and Stoller, who distribute the Company's products in 20 states. 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.

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
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

Straight Up Brands, Inc
David McCallen
C.E.O.
888-890-8909