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ProBrands Announces California Launch of Witch’s Rock Costa Rican Rum at BevMo

Los Angeles -- Progressive Brand, a Los Angeles based importer and brand development firm specializing in innovative premium distilled spirits from Asia and South America, announced today the launch of Witch's Rock 100% Pure Cane White Rum from Costa Rica.

Witch's Rock is a premium white mixing rum made from 100% pure sugar cane sugar nurtured in the vibrant rainforest ecosystem of Costa Rica and produced via a proprietary PureFlow filtration system. Witch's Rock is well positioned in the market against other 100% cane rums brands with its verified, unsurpassed purity, an attractive price point, and action sports/ ecofriendly programs. Witch's Rock (750ml) is priced at $24.99 and will be sold through BevMo (www.bevmo.com) across the state of California starting October 1, 2007.

In independent labs, Witch's Rock proved to be the purest rum in the world by more than 10x resulting in the ultimate rum drinking experience - no burn, balanced taste, and no regrets the next day.

Standard rums are usually made from "molassas" rathar than 100% cane sugar. They also contain between 100 and 1000 milligrams of impurities* per bottle which effect the taste and contribute to hangover effect. Witch's Rock with zero impurities tastes clean and mixes beautifully. This is due to Witch's Rock's better raw materials and advanced PureFlow filtration process which uses quartz at subfreezing temperatures to remove impurities. The filter is powerful enough to completely remove the brown color and impurities from Whisky or other aged spirits products.

Note: Tests conducted in 2006 by Vinquiry, Inc. were a chemical panel analysis of rum products comparing the various chemical agents in the rum including methenol, fusel oils, congeners, and other byproducts of the distillation.

In addition to the innovation on the distillation and purity of rum production, Witch's Rock is pushing the envelop even further as the first spirit to make a net positive impact on the environment. "Forget carbon neutral- there is no time for that. We have to repair and improve the state of our environment now to make a real difference." says Palmer. Witch's Rock does just that by giving more than it takes. For every bottle of Witch's Rock sold, Progressive will donate to its non-profit partner, Trees for the Future, to plant 5 trees. It will also sponsor events and promote its campaign on shirts and other items as "buy 1 bottle, plant 5 trees". See www.plant-trees.org for more information.

“We see a major grow trend in the key US markets for wine and spirits products that match the values, beliefs, and attitudes of consumers who possess a global ecological health conscious mindset,” says Bill Palmer, president of Progressive Brands.

About Witch's Rock

Pure Living. No Regrets.
100% Pure Sugar Cane from the Rainforests of Costa Rica on the edge of the famous surf mecca: Witch’s Rock. In independent labs, Witch’s Rock proved to be the purest rum in the world by 10x resulting in the ultimate rum drinking experience – no burn, balanced taste, and no regrets the next day.