Duane Reade^® to Feature Purple

FORT LAUDERDALE, Fla.--(BUSINESS WIRE)--Purple Beverage Company, Inc. (OTCBB: PPBV), maker of the all-natural, antioxidant-rich beverage, Purple, announced today that Duane Reade^®, the leading drug store chain in metropolitan New York, is currently stocking the product. Purple, known for its revolutionary formula that combines seven powerful antioxidant-rich fruits into a tangy, delicious beverage, is now available at Duane Reade^® stores so that every New Yorker can get a daily dose of antioxidants right at the corner drug store.

“We are thrilled to have Purple on Duane Reade^®’s shelves. With 242 locations, the company serves nearly every neighborhood in New York City and the surrounding boroughs,” said Ted Farnsworth, Founder and CEO of Purple Beverage Company. “We know that by selling our product alongside the other high-end products sold at Duane Reade^®, we are one step closer to making Purple a household name. Purple first launched in New York and received enormous support from consumers who have made it one of the hottest beverage trends in the market. This new availability at Duane Reade^® stores, many of which are open 24 hours, will make it even easier for our customers to get a Purple fix anytime, day or night.”

Purple will be stocked in the coolers at Duane Reade^® stores throughout New York and will even be featured in end-cap units for optimum exposure in certain stores. Purple Beverage Company will support the brand through in-store promotions and a New York-focused marketing campaign featuring Purple’s New York spokesperson, Mariano Rivera. In addition, the Purple grassroots marketing team will also be out and about in New York driving customers to Duane Reade^®.

“Duane Reade^® is pleased to provide its customers with Purple – a powerful antioxidant drink that offers New Yorkers a tasty way to stay healthy,” said Chuck Newsom, Senior Vice President of Store Operation for Duane Reade^®. “As a testament to our commitment to be a health and wellness destination, we are happy to supply every New Yorker with convenient access to Purple on our Duane Reade^® shelves.”

Purple is a unique and tasty blend of seven of the world’s most powerful antioxidant-rich juices, including the exotic açai berry, black cherry, pomegranate, black currant, purple plum, cranberry and blueberry. The health benefits of these juices are packed into an all-natural, no-sugar added beverage that is perfect as an on-the-go drink or as part of a healthy fruit smoothie. Since debuting in late 2007, Purple has been praised by such high-profile publications as Health Magazine and Family Circle and has appeared on ABC-TV’s “The View.”

In addition, nightclubs and lounges are finding Purple to be one of the trendier antioxidant cocktail choices, as adding alcohol to antioxidant-rich berries increases the power of the antioxidants, a fact confirmed in studies by researchers from the U.S. Department of Agriculture and by a study at Kasetsart University in Thailand.

Purple can be found in restaurants, bars, nightclubs, delis, drug stores, health food stores, supermarkets and convenience stores across the country. For more information, visit www.drinkpurple.com.

About Duane Reade^®:

Founded in 1960, Duane Reade^® is the largest drug store chain in the metropolitan New York City area, offering a wide variety of prescription and over-the-counter drugs, health and beauty care items, cosmetics, greeting cards, photo supplies and photofinishing. As of March 29, 2008, the company operated 242 stores. For additional information, visit www.duanereade.com.

Purple Beverage Company Cautionary Statement Regarding Forward-Looking Statements:

Information provided by Purple Beverage Company, Inc., such as online or printed documents, publications or information available via Purple’s website, contains forward-looking statements that involve risks, uncertainties, assumptions and other factors, which, if they do not materialize or prove correct, could cause Purple’s results to differ materially from historical results, or those expressed or implied by such forward-looking statements. All statements, other than statements of historical fact, are statements that could be deemed forward-looking statements, including statements containing the words "planned," "expects," "believes," "strategy," "opportunity," "anticipates," and similar words. These statements may include, among others, plans, strategies and objectives of management for future operations; any statements regarding proposed new products, services or developments; any statements regarding future economic conditions or performance; statements of belief; and any statements of assumptions underlying any of the foregoing.