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CONTACT:  Kristine Hinck

South Beach Beverage Company

Phone:  (203) 899.7163

Fax:     
(203) 899.7177

E-mail:  khinck@lizmail.com

FOR IMMEDIATE RELEASE

SOBE ADRENALINE RUSH AND GEN ART PREPARE FOR BATTLE
ON WAX NATIONAL DJ SEARCH AND SPIN-OFF

Beverage Company Joins Gen Art to Recognize
Emerging DJ Talent

NORWALK, CT (April 14, 2004) SoBe Beverages will team up with the Gen Art organization to
host a national DJ search and spin-off competition.  The contest,
which will pit four of the worlds top DJ talents against each other
in the Battle on Wax, will be held on May 20<sup>th at Qtopia
in Hollywood, CA.  Prizes for the winners include $6,000 in grant
money, as well as gear from SoBe, URB and DMC.

The Battle on Wax is an engaging way for SoBe Adrenaline Rush to
encourage deejays to pursue their art, said Dan Schorr, SoBe Energy
Drink Brand Director.  SoBe Adrenaline Rush is all about sustained
energy for non-stop living, and deejays are a perfect example of a high-energy,
non-stop lifestyle.  We look forward to the contest, and cant
wait to see what the top DJs in the country have to offer.

The popular beverage company has paired with Gen Art, the leading
national arts organization dedicated to supporting emerging talent in
art, fashion, film and music to present the "Battle on Wax." 
According to Adam Walden of Gen Art,  

"SoBe Adrenaline Rush is a great partner for
us. Their spirit and brand perfectly compliment the excitement of this
live, high-energy event."

DJs around the country submitted CDs and tapes for consideration in
the Battle on Wax competition, and judges in the music industry narrowed
the hundreds of submissions down to four finalists.  The winner
will be decided by six music industry celebrity judges at a live event
in Hollywood.  Held at Qtopia on May 20<sup>th at 7:30 PM,
the Battle on Wax promises to be one of the countrys best live DJ
events.

For press information on SoBe Beverages, please contact Kristine Hinck
at SoBe at 203.899.7613 (khinck@lizmail.co</span></span><span class="Hyperlink--Char"><span
class="Hyperlink--Char" style=" font-family: 'Arial'; font-size: 12pt;
">m).  For information on the Battle on Wax or Gen Art LA, please contact Jennifer Egan at 310.360.0141
(jegan@genart.org.)

# # #

Norwalk, CT- based South Beach Beverage Company makes herbally-enhanced
beverages marketed under the SoBe brand name.  SoBe healthy
refreshment beverages are designed for individuals with active lifestyles. 
SoBe beverages can be purchased at convenien</span><span class="Normal--Char" style=" font-family: 'Arial', 'Arial';
">ce stores, grocery stores, mass merchandisers and warehouse clubs,
delis, gas marts, and select restaurants/hotels.   For more
information, visit the SoBe web site at www.sobebev.com or call
the Lizard Line at 1-800-58</span><span class="Normal--Char" style=" font-family: 'Arial', 'Arial';
">8-0548.  SoBe is a separate operating unit of Pepsi-Cola North
America.

Gen Art is a non-profit organization that for the past 10 years has
been showcasing the top emerging talent in fashion, film, visual art
and most recently music.