ENCINITAS, CA -- (MARKET WIRE) -- 09/06/06 -- Hat Trick Beverage, Inc. (PINKSHEETS: HKBV) announced plans today to tap into the tremendous creative potential and marketing power of the buying public by going straight to the source. The company has initiated its program to find the "Next Beverage Mogul" through a web-based contest for the most innovative and unique new beverage.

Hat Trick will be inviting all interested parties with an exciting new beverage concept to submit a condensed business plan outlining the idea to the company website at: www.hattrickbeverages.com. Once the company has gathered a sufficient number of entries, Hat Trick will narrow the field to five finalists. From this final group, the winning entry will be chosen, and Hat Trick will enter into a Joint Venture with the winning entrant to create and distribute the product through the company's established distribution network.

Hat Trick's success has been founded on its conviction that there are tremendous opportunities that exist in overlooked and undervalued markets. The company believes that this contest will be yet another opportunity to locate and identify additional demands in the industry that have yet to be met. In addition, this contest could be an unparalleled opportunity for one lucky individual to have his or her ideas become reality, and to break into this exciting growth industry.

Hat Trick anticipates that the finished product will be ready for a launch by the spring of 2007. Rules and the official start date of the contest will be posted shortly on the Hat Trick Beverage website at: www.hattrickbeverages.com.

About Hat Trick Beverage:

Hat Trick Beverage, Inc., located in Encinitas, Calif., produces and distributes three water-based beverages: Vitality Beverage, a no-sugar, vitamin-enriched beverage; "Pumped" Fitness, a line of functional beverages produced for the health-conscious active consumer; and Dos Lagos, an Agua Fresca drink for the growing Latino and Hispanic community. Vitality Beverage, "Pumped" Fitness and Dos Lagos are produced in a number of popular flavors.

Safe Harbor Statement:

Except for historical information contained herein, the matters set forth above may be forward-looking statements that involve certain risks and uncertainties that could cause actual results to differ from those in the forward-looking statements. Words such as "anticipate," "believe," "estimate," "expect," "intend" and similar expressions, as they relate to the Company or its management, identify forward-looking statements. Such forward-looking statements are based on the current beliefs of management, as well as assumptions made by and information currently available to management. Actual results could differ materially from those contemplated by the forward-looking statements as a result of certain factors such as the level of business and consumer spending, the amount of sales of the Company's products, the competitive environment within the industry, the ability of the Company to continue to expand its operations, the level of costs incurred in connection with the Company's expansion efforts, economic conditions in the industry and the financial strength of the Company's customers and suppliers. The Company does not undertake any obligation to update such forward-looking statements. Investors are also directed to consider all other risks and uncertainties.

Contact:
Hat Trick Beverage
hatrickinfo@aol.com

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