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Cohasset Triathlon gets Attitude!


Beverage brand development company Attitude Drinks shall sample and promote its Phase III Recovery Drink during the 2011 Cohasset Triathlon, one of the premier sprint tri races in New England, taking place this weekend, on 26 June 2011.

Attitude’s promotional partner and the official radio station of the Cohasset Triathlon, 92.5 The River / WXRV, will advertise Phase III throughout race day. Race donations benefit the Juvenile Diabetes Research Foundation.

As the first triathlon in the south shore of metro Boston, the Cohasset Triathlon has introduced many athletes to the sport. For elite racers in the region, the Cohasset Triathlon race has become one of the most sought after sprint competitions of the season. Olympian Gary Hall Jr, a worldwide advocate for Type 1 diabetes, will join the race for this year.

“The Cohasett Tri provides a perfect opportunity to unite The River’s and Attitude’s uniquely active customer and listener bases, while raising awareness for this great cause,” said Catie Wilber, Program Director for 92.5 The River.

Roy Warren, CEO of Attitude, added “Phase III was named an official sponsor of The River radio station at the Cohasset Triathon, giving us a prime position to market our product on race day. As a post-exercise recovery drink, Phase III promotes healthy lifestyles, a great match for an event that brings attention to juvenile diabetes.”

“Through our alliance with The River, Attitude is kicking off the summer season with another major push in the greater Boston area,” commented Niki Fuller, Vice President, Brand Manager of Attitude.

“The Cohasset Triathlon presents a great opportunity to get Phase III into the hands of serious athletes and competitors within this key market.”

Phase III is a milk-based recovery drink that sold in select local, regional and national outlets across the US, including colleges, universities, convenience stores, fitness centres and gyms, as well as online.

Convenience stores and speciality retail are an important distribution channel and Attitude Drinks has also just announced that its distribution partner, Great State/Blue Coast Beverages, will begin distributing Phase III to its entire network of retail accounts, which presently numbers about 6,000.

Great State/Blue Coast is responsible for the distribution of several successful brands, and is one of the leading beverage distributors among convenience stores, including new listing Tedeschi Food Shops, in New England.

“Since our agreement in March 2011, Great State/Blue Coast has brought our product into 190 Tedeschi Food Shop convenience stores, and now it’s exciting to see what this next phase in our relationship brings,” said Jack Shea, Executive Vice President of Sales for Attitude Drinks.