TBEV High Performance Beverages Company (CE)

Dethrone Royalty Holdings, Inc. Announces Official Name Change to High Performance Beverage Company With New Symbol OTCBB: TBEV

Company Also Slates East and West Coast Launch of Throwdown Performance Beverage for February 2014

CAVE CREEK, AZ--(Marketwired - Jan 8, 2014) - Dethrone Royalty Holdings, Inc. (OTCQB: DRHC) (the "Company") announced today the official name change of the Company to High Performance Beverage Company. The Company will also start trading under its new ticker symbol OTCBB: TBEV on January 09, 2014.

The Company is also pleased to announce the launching of their new line of Sport Performance Drinks under the trade name, Throwdown® Performance Beverages, which has been slated for February 2014. The Company anticipates launching on both East and West Coasts simultaneously.

The Company is also currently in the process of forming an Advisory Board comprised of seasoned business and industry professionals with various expertise in the beverage industry. The Advisory Board will be instrumental in guiding the Company in effectuating their strategic business model in the areas of marketing and distribution.

In other related news, Jonathan Quick of the LA Kings and Kevin Shattenkirk of the St. Louis Blues, both Throwdown Beverage endorsers, have been selected for the U.S. Olympic Hockey Team and will be participating in the 2014 Winter Olympics. We are proud of our association with these two great athletes and will be giving them our full support as they represent our country in the 2014 Olympics. We would like to wish them great success as they go for the gold.

Michael Holley, High Performance Beverage Company's President, stated, "We are also happy to announce that we are now compliant with all our SEC filings as a fully reporting company." He also stated, "We eagerly look forward to this coming year in 2014 with our successful launch of our new product line of Throwdown® Performance Beverages. We have spent the last several months in developing a corporate infrastructure that we feel will be instrumental in the success of our Company." 

About High Performance Beverage Company

High Performance Beverage Company has created a new beverage segment, under the trade name, Throwdown Performance Beverages, which manufactures and distributes a line of sport performance beverages. High Performance Beverage Company's sport performance drinks are carefully formulated to support mental focus and help increase blood flow, thereby giving the body the fuel necessary to power through a specific event or throughout the day. Our unique blends are designed to bridge the gap between supplements, energy and hydration drinks in order to broaden our appeal and expand our target market. Unlike other competitors in the performance or energy drink markets, High Performance beverages are sugar free and extremely low in calories and caffeine. This makes High Performance beverages first to market and one of a kind.

About THROWDOWN®

Throwdown is a pioneer in Impact and Action Sports product development and an industry leader in combat sport innovation. Founded in 2003, with its roots in Mixed Martial Arts, the company is one of the leading brands in the multi-billion dollar Impact and Action Sports Market with a full portfolio of cross training equipment, cages, racks, rings, performance gear and apparel. Throwdown's products are designed with superior performance, innovation and authenticity to empower athletes and provide them the competitive edge to prevail... ANYTIME ANYPLACE.™ For more information on Throwdown, please visit www.Throwdown.com.

Safe Harbor

This release contains statements that constitute forward-looking statements within the meaning of Section 27A of the Securities Act of 1933, as amended, and Section 21E of the Securities Exchange Act of 1934, as amended. These statements appear in a number of places in this release and include all statements that are not statements of historical fact regarding the intent, belief or current expectations of High Performance Beverage Company, its directors or its officers with respect to, among other things: (i) financing plans; (ii) trends affecting its financial condition or results of operations; (iii) growth strategy and operating strategy. The words "may," "would," "will," "expect," "estimate," "can," "believe," "potential" and similar expressions and variations thereof are intended to identify forward-looking statements. Investors are cautioned that any such forward-looking statements are not guarantees of future performance and involve risks and uncertainties, many of which are beyond High Performance Beverage Company's ability to control, and that actual results may differ materially from those projected in the forward-looking statements as a result of various factors. More information about the potential factors that could affect the business and financial results is and will be included in High Performance Beverage Company's filings with the Securities and Exchange Commission.

High Performance Beverage Company Public Relations & Shareholder Information Joseph M. Vazquez III Phone: (800) 767-9396 Email: infinityglobalconsulting@gmail.com