Straight Up Brands (fka STRU)

[Mr. Zen]

Straight Up Brands Announces Marketing Plan for Recently Acquired Subsidiary Rappin Brands
Revenues Expected to Increase Significantly in 2007 Through Association With Leading Hip-Hop Artists
Jan 30, 2007 9:38:00 AM
NEW YORK, NY -- (MARKET WIRE) -- 01/30/07 -- Straight Up Brands, Inc. (PINKSHEETS: STRU) (the "Company") http://www.straightupbrands.com/, an emerging developer and international marketer of premium branded spirits headquartered in New York, announced today that it expects its recently acquired subsidiary, Rappin Brands, to increase their revenues significantly in 2007 as their brands reach more markets and the Company's other products are introduced to the Company's distribution network.

The Straight Up marketing program will significantly increase consumer awareness of all of the subsidiary's brands. In addition to Sizzurp, Rappin Brands owns Lucky Nites with Lil' Flip and Triple Coconut Rum with M.O.P. Straight Up expects to begin the rollout of Lucky Nites in early 2007 followed by Triple Coconut Rum later in the year. Straight Up will actively market all three brands though distribution of the products through the traditional distribution channels that Straight Up has developed for its other products, and through the promotion of the brands by leading hip-hop artists, promotions in their recordings being released in the near future, and the sponsoring of concert tours by such artists.

Paul Davis, President of Maison Jomere and the importer of Sizzurp for the last year, said, "We view Straight Up as an outstanding partner going forward. We have seen the growth that other brands have experienced after they have joined forces with Straight Up, and I am excited about the future because we will certainly be able to expand our distribution and sales. This new association with Straight Up Brands is an excellent fit, given our common focus on high-quality premium spirits, and we look forward to working together to raise the visibility of these brands on a global basis."

David McCallen, CEO of Straight Up Brands, commented: "At the moment sales in 8 states represent 85% of the volume in Sizzurp, which sold about 7,500 cases or approximately $1,000,000 in 2006. We are fortunate to acquire a truly underground hit that is virtually selling on its own, with no marketing, and we feel that by adding our marketing team to the product as well as expanding into other states and overseas, we can significantly grow revenues in 2007 and beyond. Considering these results and our plans to establish Sizzurp and Lucky Nights in many major markets, and supporting them with artist tours and marketing dollars, I feel quite confident Sizzurp sales will more than double this year and Lucky Nites will achieve immediate acceptance and profitability. In addition, this is a global business as evidenced by the excitement generated and the results Sizzurp has already achieved with our new distributor in the U.K. I see tremendous growth potential in the European Market, and expect to announce a number of additional countries in which we will be distributing our products within the first 6 months of 2007. The power and reach of our hip-hop artists and their networks around the world has been an untapped resource that we will begin to harness going forward."

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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; with the acquisition of Rappin Brands, it now has Sizzurp in distribution and it will begin the distribution of Lucky Nites in selected markets in the first quarter of 2007. Future products include Foxy Brown's sparkling wine, Storm Vodka with DJ Clue, MoMo Mojito with Ja Rule, and Triple Coconut Rum with MOP. 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.

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.

Contact:

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
CEO
888-890-8909