Strategy
Straight Up plans to create, market, and sell a portfolio of premium branded spirits. Distributors and retailers have seen the excitement that Bracco Wine and Sizzurp have created and seek to represent this new idea. The positive reception and performance of Bracco Wine and Sizzurp has further validated the business model and strategy of the Company.

The Company is building a strong platform for sustainable future growth using a combination of focused marketing and product innovation. The Company intends to grow its business and brands by focusing on establishing these brands in the market. This focus includes:

Key Brand/Market combinations.
The Company collaborates with leading recording artists and entertainment personalities to develop dynamic, consumer-led marketing of its brands in key markets to drive industry awareness and consumer demand. Each celebrity is involved in the entire process of developing and marketing the product. The Company has developed an innovative marketing technique, working in collaboration with artists who will be closely identified by their audiences with the product, and will be participants in the success of each product along with the Company. Each artist selected is well known and the Company believes that each product has the potential for enormous growth and profits. Key markets are those where scale, market and competitor dynamics offer clear growth opportunities.

Product Innovation and Line Extension
Consumer preferences and tastes are continually changing. The Company is developing anumber of new branded products that it plans to introduce to the market in 2006 and 2007. Innovation in this area involves not only creating new products but also designing new packaging that meets both the stylistic and practical needs of the consumer. The Companyhas invested in new product development and innovation as a means of driving future revenue and profit growth. The Company expects to continue to develop and market new products as well as to introduce extensions of successful brands.

Route to Market
The Company recognizes the importance of its distribution networks in ensuring that consumers can purchase its brands whenever and wherever they choose.

Unique Features

• Straight Up consumables are produced in collaboration with leading entertainment figures with targeted marketing campaigns communicating to the artist's audience across distinct market segments. The celebrity-branding trend is to provide promotional fees to artists. Straight Up is partnered with the artists who promote our brands; their audience is our consumer.
• Many companies employ famous actors and rap artists to promote their products. Straight Up works in development with our partners and the success of their remuneration is coincident with their market performance in support of our brand identities. We represent the business development and brand extension of each artist thus creating a barrier to entry to other well-funded competitors.
• We continue to capitalize our relationships in the alcohol and entertainment industries to develop, brand, license and market new products tailored to the evolving marketplace. The management team is invested in brand building, the expansion of distribution channels, the launch of innovative products, and marketing in collaboration with leading entertainment and sports industry celebrities.
• The entertainment industry allows for diverse and creative marketing and promotional opportunities. Celebrities collaborating with Straight Up are expected to market their personalized products with the support of the Company through promotional activities in the entertainment industry. Promotion of the products could be included in songs, music videos, CD inserts, movies, interviews, as well as at concerts and at retail beverage locations in cities during concert tours.
• Appearances at industry shows and parties; broadcasts; incorporating the product logos and pictures on tour vehicles; and CD's bundled with products for sale in retail stores are only a few of the limitless promotional possibilities.
• The Company will support these marketing and promotional activities with its importers, distributors, and wholesalers using various point-of-sale materials highlighting the artist and the brand and through cooperative incentive programs with these distribution channel partners.