DENVER, CO--(Marketwire - Jan 11, 2012) - The Pulse Beverage Corporation (OTCBB: [ PLSB ]) ("Pulse" or the "Company"), makers of Cabana™ 100% Natural Lemonades and the PULSE® brand of "good-for-you" NutriPurpose™ beverages, today announced that it has entered into a Master Distribution Agreement with Bernick's Beverages and Vending, founded in 1916, with eight sales and distribution centers across Minnesota and Wisconsin, including the key Minneapolis/St. Paul market. Bernick's is a 5^th generation family owned soft drink, beer, wine, specialty beverage and snack food distributor featuring national, regional and local brands.

Pete Hill, Bernick's VP of Strategic Innovation, commented, "Bernick's is proud to partner with Pulse on Cabana™ 100% Natural Lemonades. We are excited to bring Pulse's lineup of high quality, great tasting Lemonades to our Minnesota and Wisconsin markets. Our Customers look to us for category leading beverages to bring new consumers to their stores. Cabana™ hits the mark on all points: great taste, all natural ingredients and innovative packaging."

Paddy Sheya, VP and National Sales Manager of Pulse, said, "I have worked with Bernick's in the past; they are a company that provides high quality brands and services to retailers of all kinds. Bernick's is a great introduction for Cabana™ 100% Natural Lemonades into the Northern Mid-West Markets."

Bob Yates, CEO of Pulse, commented, "With the addition of Bernick's, after 3 months of sales efforts, we now have distribution for our Cabana™ 100% Natural Lemonades in Canada, all or a portion of 15 States and pending distribution in Panama and all or a portion of a further 10 States. We are very pleased with the positive reaction we are receiving from beverage distributors."

Markets with distribution: All of Canada, Minnesota, Vermont, New Jersey, Colorado, New Mexico, Utah, Alaska, Southern Illinois, St Louis, Southern Idaho including Boise, Northern Nevada including Reno, Northwestern California including Chico, Southeast Wyoming, West Texas including Amarillo and Lubbock, Southwest Alabama.

Markets with pending distribution: Panama, Wisconsin, Iowa, Kansas, Missouri excluding St Louis, Dallas and San Antonio Texas, Southern California including Los Angeles, Orange County and 4 other counties in Southern California, Southern Florida, remainder of Alabama, Georgia, North Dakota, South Dakota, Northern Illinois including Chicago, Maine, Massachusetts.

Details of the Company's business and agreements can be found as part of the Company's continuous public disclosure as a reporting issuer under the Securities Exchange Act of 1934 filed with the Securities and Exchange Commission's ("SEC") EDGAR database. For more information, please visit: [ www.pulsebeverage.com ].

PULSE® and PULSE: NUTRITION MADE SIMPLE® are registered trademarks of The Pulse Beverage Corporation.

About The Pulse Beverage Corporation (OTCBB: [ PLSB ])
The Pulse Beverage Corporation is an emerging growth company that manufactures, distributes and markets Cabana™ 100% Natural Lemonade in five great tasting flavours and is preparing to launch PULSE® NutriPurpose™ brand of beverages originally developed by a major healthcare company and containing effective ingredients widely considered to be critical to adult health. For more information: [ www.pulsebeverage.com ] or email [ info@pulsebeverage.com ].

The above statements have not been evaluated by the Food and Drug Administration. This product is not intended to diagnose, treat, cure or prevent any disease.

Forward-Looking Statements
This news release contains "forward-looking statements" as that term is defined in Section 27A of the United States Securities Act of 1933, as amended and Section 21E of the Securities Exchange Act of 1934, as amended. Statements in this press release which are not purely historical are forward-looking statements and include any statements regarding beliefs, plans, expectations or intentions regarding the future. Such forward-looking statements include, among other things, regulatory incentives, the development of new business opportunities, and projected costs, revenue, profits and results operations. Actual results could differ from those projected in any forward-looking statements due to numerous factors. Such factors include, among others, the inherent uncertainties associated with new projects and development stage companies. These forward-looking statements are made as of the date of this news release, and we assume no obligation to update the forward-looking statements, or to update the reasons why actual results could differ from those projected in the forward-looking statements. Although we believe that any beliefs, plans, expectations and intentions contained in this press release are reasonable, there can be no assurance that any such beliefs, plans, expectations or intentions will prove to be accurate. Investors should consult all of the information set forth herein and should also refer to the risk factors disclosure outlined in our annual report on Form 10-K for the most recent fiscal year, our quarterly reports on Form 10-Q and other periodic reports filed from time-to-time with the Securities and Exchange Commission.

ON BEHALF OF THE BOARD
The Pulse Beverage Corporation
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Robert E. Yates
Chairman and CEO