All-Natural IZZE Sparkling Fruit Juice Rolls Out Massive Expansion Across North America, Caribbean and South Pacific

BOULDER, CO (April 12, 2004) –

IZZE Beverage Company, a segment pioneer in the Sparkling Juice category, recently announced a multi-nation distributor network spanning every region of the country as well as areas in the Caribbean and the South Pacific.
Retailers in dozens of major markets across the country and internationally are now offering IZZE Sparkling Juices to their customers.

“Since bringing on our Executive Sales Team, we’ve had incredible success,”
says Greg Stroh, vice president and co-founder of IZZE. “They’ve brought more than 50 distributors and sub-wholesalers in 41 major markets to IZZE in their first one hundred days with the company. It’s a huge accomplishment and so far everyone has been excited about carrying our product.”

IZZE is a new, all-natural sparkling fruit juice inspired by European sodas – a pure and simple blend of 100 percent fruit juice and sparkling water. IZZE contains no added sugars, caffeine, preservatives or artificial flavors. One bottle of IZZE Sparkling Fruit Juice provides a full serving of fruit along with the hydration of natural spring water.

“Thanks to our attractive packaging, gourmet selection of all-natural flavors, and premium pricing, IZZE is really taking off,” says Terry Casey, divisional vice president of sales for IZZE in the Midwest. “New distributors are coming on each week.” Casey has opened up eight metropolitan areas in his region with 15 distributors and sub-wholesalers. Areas include: Minnesota, Chicago, Wisconsin, Michigan, Ohio, St. Louis, Kentucky and Indiana.

“The West Coast loves IZZE,” says Tim Larsen, divisional vice president of sales for the Western Division. “We’re building solid distribution channels and it’s going to be a great summer for us.” Larsen has opened up ten regions with 17 distributors and sub-wholesalers. Regions in California include Los Angeles, San Diego, Sacramento, Modesto County, San Francisco, and Marin County. Other regions include Las Vegas, Colorado, Utah, and Guam in the South Pacific.

Marty Jay Zirofsky, IZZE’s divisional vice president of sales for the East Coast and Caribbean has taken his region by storm with unprecedented success. “We are not surprised by the response we’ve gotten with IZZE, but to have a chilled sparkling juice product move like this in the colder regions of the North East through the winter is a great sign of future success for us,”
says Zirofsky. In the last three months, Zirofsky has brought IZZE to 23 new regions with over 30 distributors and sub-wholesalers. Regions in New York
include: New York City, Hudson Valley, Long Island, Buffalo, Syracuse, Rochester and the Adirondacks. Other Eastern and Caribbean regions include:
Connecticut, Delaware, New Jersey, Rhode Island, Philadelphia, Massachusetts, West Virginia, Maryland, Washington D.C., Northern Virginia, Georgia, Florida, Puerto Rico, Aruba, Bonaire and Curacao.

Friends Greg Stroh and Todd Woloson founded IZZE in 2002 with the singular goal to pioneer a new beverage category-sparkling juice-and have some fun in the process. Stroh and Woloson also share a strong desire to give back to the community, and since its inception, IZZE has contributed to the development of libraries and learning centers for impoverished children in fruit growing areas throughout the world, through donations of both financial resources and employee time. IZZE also supports a number of education, conservation and artistic non-profit organizations with donations, including
VH-1 Save the Music Foundation, Surfrider Foundation, DIFFA, YouthAIDS, Global Education Fund, Tibet House, NOLS, The Nature Conservancy, and many more.

A pioneer in the sparkling juice category, IZZE Natural Sparkling Fruit Juice is available nationally in Starbucks, Harry & David stores, 7-Eleven and Wild Oats Markets. It is also available in regional natural food stores, Whole Foods Markets, grocery stores, gourmet delis and local food stores in regions across the United States, Caribbean and South Pacific. IZZE is sold in 4-packs and in single-serve, 12-ounce glass bottles. Flavors include: Sparkling Blackberry, Sparkling Clementine, Sparkling Grapefruit, Sparkling Lemon and Sparkling Pear. Suggested retail price is $1.39 – $1.49 per bottle or $4.99 per 4-pack.
A new 16-ounce bottle will be available in the spring of 2004 along with an 8- ounce can for institutional sales. For more information visit