July 14, 2008
Boru Vodka Launches “Defend the Bar Band 2008″
Castle Brands Inc. (AMEX: ROX), an emerging international spirits company, today announced the launch of its second "Defend the Bar Band" competition sponsored by Boru Vodka.
The first "Defend the Bar Band" competition was a tremendous success. Over 100 bands entered the competition and over 80,000 votes were cast. Boru Vodka has established a strong relationship with last year's winning band, Lloyd Dobler Effect (LDE). The band has become a significant brand ambassador for Boru, traveling the country with a Boru-branded trailer and performing in front of a Boru-branded backdrop. Since claiming their title last November, the band has crisscrossed the eastern seaboard and will perform at over 200 gigs this year.
For the 2008 contest, Boru plans to rock the indie music world with a bigger, bolder and louder competition. The multi-tiered program will kick off on August 1, 2008 with the launch of www.borubarband.com, a website dedicated to the competition and a mini-site offshoot of www.boru.com. Independent musicians have until August 28 to submit their original music and enter the competition. A team of judges will review all entries and narrow the field to 15 semifinalists. The semifinalist bands will be posted on www.borubarband.com and then the competition really starts to rock.
Beginning September 15, 2008, music fans can explore the site, listen to and download the music of the semifinalists and be part of this unique, virtual music scene. Fans are also invited to register and vote for their favorite bar band. They can vote once a day every day and each vote enters them into the fan sweepstakes where they have a chance to win $5,000 in cash.
Fans have until October 19, 2008 to get the word out and to vote for their favorite band. Real time voting results will appear on www.borubarband.com. The top four bands will each receive a prize of a professionally shot live music video and will move on to the final round of voting the week of October 20, 2008. The "Defend the Bar Band" winner will be selected through a combination of consumer votes and a judging panel vote and will receive $10,000 worth of equipment. The winning band will be announced on or about November 11, 2008.
This year, Boru Vodka is partnering with some of the best web-based independent music sites in the country. Digital Cafe Tour (DCT) (www.digitalcafetour.com) is the virtual stage for independent music. In addition to providing the live music video for the top four finalists, DCT will carry "Defend the Bar Band" banner ads and will be sending email blasts to their vast database of bands and fans. Over 500,000 musicians and a million fans visit each month.
ReverbNation (www.reverbnation.com) is one of the best-known websites dedicated to musicians and it is the place for fans to discover and explore new music. Banner ads and e-blasts will deliver about 3 million impressions. As part of ReverbNation, every band has a home page that includes music, videos, blogs and music downloads that can be e-mailed and shared from fan to fan.
Boru will also host "Defend the Bar Band" on-premise promotions across the country with events, point of sale merchandise and local advertising in select markets.
"The 'Defend the Bar Band' lineup this year is the major social-viral way to get everybody amped about the competition and sweepstakes and the Boru brand. The word will go out, the music will spread, and it all will be Boru branded. From www.boru.com to MySpace to Facebook to band websites--it's Boru gone viral and totally virtual and the fans and the bands will spread the word and music," said Roseann Sessa, vice president marketing and public relations for Castle Brands. "The viral marketing opportunity to reach our target audience is significant. Boru will become the life of the party and a part of a lifestyle."
More about Boru Vodka
Boru Vodka is made in Ireland from the best grain and most pristine water. The five times distillation process produces a clean vodka of unusual clarity and exceptional smoothness. It is named for the legendary king responsible for uniting Ireland, Brian Boru. Boru Vodka is also available in Citrus, Orange and Crazzberry flavors. Boru Vodka is available nationwide in the United States and Ireland and in a growing number of other international markets. www.boru.com
More about Castle Brands Inc.
Castle Brands is an emerging developer and international marketer of premium branded spirits within four growing categories of the spirits industry: vodka, rum, whiskey and liqueurs. Castle Brands' portfolio includes Boru(R) Vodka, Gosling's Rum(R), Sea Wynde(R) Rum, Knappogue Castle Whiskey(R), Clontarf(R) Irish Whiskey, Jefferson's(TM) and Jefferson's Reserve(R) Bourbon, Sam Houston(R) Bourbon, Tierras Tequila, Celtic Crossing(R) Liqueur, Pallini(R) Limoncello(TM), Raspicello(TM) and Peachcello(TM) and Brady's(R) Irish Cream. www.castlebrandsinc.com
Forward Looking Statements
This press release includes statements of our expectations, intentions, plans and beliefs that constitute "forward looking statements" within the meaning of Section 27A of the Securities Act of 1933 and Section 21E of the Securities Exchange Act of 1934 and are intended to come within the safe harbor protection provided by those sections. These statements, which involve risks and uncertainties, related to the discussion of our business strategies and our expectations concerning future operations, margins, profitability, liquidity and capital resources and to analyses and other information that are based on forecasts of future results and estimates of amounts not yet determinable. We have used words such as "may,""will,""should,""expects,""intends,""plans,""anticipates,""believes,""thinks,""estimates,""seeks,""expects,""predicts,""could,""projects,""potential" and other similar terms and phrases, including references to assumptions, in this press release to identify forward looking statements. These forward looking statements are made based on expectations and beliefs concerning future events affecting us and are subject to uncertainties, risks and factors relating to our operations and business environments, all of which are difficult to predict and many of which are beyond our control, that could cause our actual results to differ materially from those matters expressed or implied by these forward looking statements. More information about these and other factors are described under the caption "Risk Factors" in Castle Brands' Annual Report on Form 10-K for the year ended March 31, 2008 filed with the Securities and Exchange Commission.
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