TBEV High Performance Beverages Company (CE)

Mike Goldberg Signs Endorsement Deal With High Performance Beverage Co. as the Company Prepares to Launch Their Line of Throwdown Sports Beverages

CAVE CREEK, AZ--(Marketwired - Jan 27, 2014) - High Performance Beverage Co. (OTCQB: TBEV) (the "Company") is pleased to announce its latest endorsement deal with the signing of Mike Goldberg, the well-known voice and announcer of mixed martial arts largest world-wide promotion company the UFC®.

Mike Goldberg is best known as the lead play-by-play announcer (working alongside celebrity commentator and resident MMA expert Joe Rogan) for the Ultimate Fighting Championship, the world's largest mixed martial arts organization, where he first began working in 1997. His voice is heard on pay-per-view shows, the Fox Channel, Fox Sports Network and Spike TV. Goldberg is also the current host of FOX's hit TV program UFC Unleashed.

Mr. Goldberg is also the studio host for PAC 12 college football telecasts on the Florida Sports Network, does the play-by-play commentary for FSN's broadcasts of the Red Bull Air Race World Series and announces and commentates for the Legends Cup (formerly the Lingerie Bowl).

Michael Holley, High Performance Beverage Company's President, stated, "We welcome Mike Goldberg to our current family of product endorser's for our new line of Throwdown Sports Beverages. His instantly recognizable name and voice will bode well with the anticipated launch of our product line next month."

In other related news, the Company is pleased to release its Throwdown Sports Beverage new product labels which can be seen on High Performance Beverages new website:

http://www.throwdownbeverage.com/beverages.html

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 Beverage Co. 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 Industries, 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 Co. Public Relations and Shareholder Information Joseph M. Vazquez III Phone: (800) 767-9396 Email: infinityglobalconsulting@gmail.com