TBEV High Performance Beverages Company (CE)

High Performance Beverage Co. Formulates Strategic Business Model for Launch of Throwdown Performance Beverage With Throwdown Industries(R)

Company Creates New Advisory Board to Include High Profile Industry Professionals

CAVE CREEK, AZ--(Marketwired - Feb 6, 2014) -  High Performance Beverage Co. (OTCQB: TBEV) (the "Company") is pleased to announce that it has concluded its meetings with Throwdown Industries® at Throwdown's main headquarters and has formulated a strategic business model for the launch of their first to market high performance sports drink line, Throwdown High Performance Beverages.

The business model covers the areas of proprietary formulation, manufacturing, sales, branding and marketing for domestic and international distribution. The model also calls for the Company to seek and align themselves with a middle-tier investment banking firm to help in the areas of future up-listing support, introductions to potential institutional investor groups and more traditional capital raises at the appropriate time. 

Michael Holley, High Performance Beverage Company's President, stated, "We are excited at the prospects of utilizing some of the same ingenuity that helped to create Throwdown Industries into the multi-million dollar corporation they are today. The intuitiveness of their multi-faceted and comprehensive management skills, mixed with their previous expertise in the beverage industry, helped us in developing what we believe to be a winning strategy for bringing Throwdown High Performance Beverage to market."

The Company is also pleased to announce the creation of an Advisory Board for High Performance Beverage Company and expects the appointment of high profile industry professionals to the board in the coming weeks.

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