SoBe Rides Shotgun With Jeep(R) Brand

Innovative Beverage Company and Legendary Automotive Brand Launch Joint Marketing Partnership

NORWALK, Conn., May 6 -- SoBe Beverages announced today that the company will ride shotgun with Jeep(R) Brand in 2004. The innovative beverage company and the Jeep brand will join forces to reach consumers through several events across the country beginning this summer.

"SoBe is very careful when considering marketing partners. We look for credible, authentic companies that are relevant to our consumers, as opposed to brands trying to 'buy cool' by aligning with SoBe," said SoBe Director of Integrated Marketing, Mike Joyce. "The Jeep brand embraces SoBe's creativity and personality, and demonstrates a similar passion for their consumers that we have for our fans. It's a great fit, and we look forward to offering our fans the benefits of a fun, relevant partnership between two powerful brands."

As part of the new relationship, eight Jeep Wrangler Unlimited vehicles will be awarded to grand prize winners in SoBe's summer-long under-the-cap consumer promotion, Lizard Liberation. Additionally, a one-of-a-kind SoBe Jeep Wrangler Rubicon, jointly developed by the companies, will be on display at Jeep 101, Jeep Music Trax and Camp Jeep events throughout the summer.

Another unique vehicle, the SoBe Love Bus (a vintage school bus with a kickin' sound system that works as a sampling vehicle for the brand) will be onsite at Jeep brand events. Beginning with Jeep 101, a 12-stop deriving experience with both on- and off-road courses, SoBe will offer free beverage samples to thirsty event goers. SoBe sampling will also be incorporated into the ten-stop Jeep Trax concert tour, which features the Counting Crows, and this summer's Camp Jeep events (July 15-17 in the Blue Ridge Mountains of Nelson County, VA. and August 19-21 in Santa Barbara, CA.) SoBe will tear things up onsite, with sponsorship of the SoBe Thrills and Spills arena, where consumers can participate in and view numerous action sports, including freestyle motocross, skateboarding and mountain biking.

According to Jeff Bell, Vice President, Jeep, "The relationship makes perfect sense. Along with sharing a target market, our brands share similar values -- both are passionate about active lifestyles, music, gaming, and action sports. Together, we are able to leverage our resources, events and promotions to reach more consumers. We look forward to working with the creative, energetic crew at SoBe, and see this partnership extending well beyond traditional marketing."

For more information on the SoBe Jeep partnership, please contact Kristine Hinck at SoBe Beverages at 203.899.7163 (khinck@lizmail.com.) or Suraya DaSante for Jeep at 248.512.4889 (sd114@daimlerchrysler.com).

Norwalk, CT- based South Beach Beverage Company makes herbally-enhanced beverages marketed under the SoBe brand name. SoBe "healthy refreshment" beverages are designed for individuals with active lifestyles. SoBe beverages can be purchased at convenience stores, grocery stores, mass merchandisers and warehouse clubs, delis, gas marts, and select restaurants/hotels. For more information, visit the SoBe web site at www.sobebev.com or call the Lizard Line at 1-800-588-0548. SoBe is a separate operating unit of Pepsi-Cola North America.