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Established Anheuser-Busch and Crown Imports Wholesaler Introduces New 'Calming' Beverage Trend to Louisiana's North Shore

HOUSTON and MADISONVILLE, La., July 30 /PRNewswire-FirstCall/ -- Innovative Beverage Group Holdings, Inc. (Pink Sheets: IBGH) announced today a partnership with Madisonville, LA-based Champagne Beverage Co., Inc. to distribute the company's proprietary beverage, drank(TM), a 16 oz. "extreme relaxation"(TM) drink that blends melatonin, valerian root and rose hips to help induce a natural calming effect . Under the agreement, Champagne Beverage Co., Inc. will bring drank(TM) to stressed-out consumers in the parishes of Livingston, St. Helena, St. Tammany, Tangipahoa and Washington.

(Logo: http://www.newscom.com/cgi-bin/prnh/20090219/DRANKLOGO)

Champagne Beverage Co, Inc. has serviced the north shore region of Louisiana since 1957 with both cutting-edge and staple beverages in the categories of beer, water and functional beverages. It currently provides approximately 1,000 on- and off- premise accounts around the region with products from Anheuser-Busch((R)), Crown Imports(TM), Lazy Magnolia Brewery(TM) and Florida Beer Company(TM). drank(TM) is the companies first venture into the emerging "calming" drink functional beverage category.

"Champagne Beverage was selected to be the official drank(TM) distributor of southeast Louisiana because of their good reputation among retailers for bringing beverages that are in-demand to the people of the region. Their keen business sense and strong capacity for tracking beverage trends makes them ideally suited to assist with bringing the "calming" category to the forefront, and drank(TM) to every U.S. household," said Peter Bianchi, chief executive officer, Innovative Beverage Group.

"drank(TM) was the pioneer of the "calming" drink category that's now quickly growing as beverage manufacturers see the growing demand for quick, non-alcoholic relaxation. We wanted to enter the category for the first time with drank(TM) because of its reputation for pulling in sales," said Joel Champagne, president, Champagne Beverage Co., Inc.

With a slogan of "slow your roll(TM)," drank(TM) is the antithesis of the herd of energy drinks crowding the functional beverage sector. Since launching in select markets in early 2008, drank(TM) has quickly become the go-to beverage for people looking to relax.

Champagne Beverage Co., Inc. joins an extensive network of regional distributors and convenience store outlets that have added drank(TM) to their New Age beverage lineup, including 7-Eleven stores nationwide. For more information about drank(TM), please visit: www.drankbeverage.com, call 877-DRANK-02 or follow the brand on Twitter @slowyourroll. To reach Champagne Beverage Co. Inc., please call (985) 892-4814.

All company and/or product names are trademarks and/or registered trademarks of their respective owners.

About Innovative Beverage Group Holdings, Inc.

Innovative Beverage Group Holdings, Inc. is a Nevada-based corporation headquartered in Houston, Texas that engages in the distribution and wholesale of products in the New Age beverage category. The Company recently launched its first proprietary product drank(TM). Dubbed the world's first extreme relaxation (TM) beverage, drank(TM) was created to induce a natural calming and soothing effect when consumed. drank(TM) is a lightly carbonated grape flavored beverage formulated with natural calming agents including melatonin, rose hips, and valerian root. drank(TM) is sold in prominent purple, signature 16 ounce cans bearing the slogan "slow your roll" and is available in convenience and grocery outlets in a growing number of regions throughout the United States. Innovative Beverage Group began operations as a distributor for well known national brands of beverage products including Jolt, Rock Star, Crystal Geyser, Sweet Leaf tea, Arizona Ice tea, and Volvic Water. Although the Company continues to distribute many of these well known brands in the greater Houston area, the expansion of Innovative's proprietary product division has become foremost in their business model. Recent corporate strategies have been focused on the marketing and distribution of drank(TM) to accommodate the growing demand for the product. Innovative Beverage Group is also currently working to add additional proprietary products to its line that will complement drank(TM) and provide consumers with an array of new and unique concepts in the New Age beverage category.

All company and/or product names are trademarks and/or registered trademarks of their respective owners.

Cautionary Statement Regarding Forward-Looking Statements

Certain oral statements made by management from time to time and certain statements contained in press releases and periodic reports issued by Innovative Beverage Group, Inc., (the "Company"), as well as those contained herein, that are not historical facts are "forward-looking" statements within the meaning of Section 21E of the Securities and Exchange Act of 1934, and because such statements involve risks and uncertainties, actual results may differ materially from those expressed or implied by such forward-looking statements. Forward-looking statements, including those in Management's Discussion and Analysis, are statements regarding the intent, belief, or current expectations, estimates, or projections of the Company, its directors, or its officers about the Company and the industry in which it operates and are based on assumptions made by management. Forward-looking statements include without limitation statements regarding: (a) the Company's strategies regarding growth and business expansion, including future acquisitions; (b) the Company's financing plans; (c) trends affecting the Company's financial condition or results of operations; (d) the Company's ability to continue to control costs and to meet its liquidity and other financing needs; (e) the declaration and payment of dividends; and (f) the Company's ability to respond to changes in customer demand and regulations. Although the Company believes that its expectations are based on reasonable assumptions, it can give no assurance that the anticipated results will occur. When issued in this report, the words "expects," "anticipates," "intends," "plans," "believes," "seeks," "estimates," and similar expressions are generally intended to identify forward-looking statements.

For media samples, product photography and additional information, contact Avalanche Strategic Communications at 201-465-8002 or email drankpr@avalanchepr.com

SOURCE Innovative Beverage Group Holdings, Inc.