Attitude Drinks Incorporated is an innovative beverage, brand development and marketing company with a focus on delivering experiential, functional and healthful beverages. Attitude’s competitive advantage lies not only in its innovation but in its experienced and highly professional team who provide expertise in beverage innovation, market/trade introduction, product implementation, and marketing initiatives.
Along with strategic partnerships and strong market positioning, Attitude is committed to identifying new space and opportunity in an ever evolving energy drink market. The result? Distinguished brands with unmistakable brand quality.
Designed for Positive Living
Attitude remains a premium brand development company providing beverages that meet the uncompromising high standards of the consumer. Encouraging potential and achieving long-term profitable growth drives the Attitude team to making the best use out of each opportunity. That opportunity began with Vis Viva™, Attitude’s first developed brand launched in February ’08. With Attitude’s sights set on the premium energy drink and functional beverage categories, Vis Viva™ is to be followed by products currently in the exploration and development stages.
Roy Warren – Chief Executive Officer
Roy G. Warren was a founder of Bravo! Brands in 1996 and its President and Director. Appointed to CEO in 2000, he remained in that position until April 30, 2007. When appointed CEO, Mr. Warren redirected the company and focused the company’s attention and resources toward developing domestically branded, single serve flavored milk. Roy is credited with having the vision to identify milk as a beverage rather than a “food”, and was leader of the Bravo! Brands team who pioneered shelf stable milk in America. In August, 2005 he successfully completed a master distribution agreement with Coca-Cola Enterprises (CCE). Mr. Warren founded Attitude Drink Company, Inc, in May 2007. Roy is 53 years old, has three adult children and lives with his wife, Martha, in North Palm Beach, Florida.
Tommy Kee – Chief Financial Officer
Tommy Kee rejoined Attitude Drink Company, Inc. in April, 2010 as Chief Financial Officer. He graduated with an MBA from the University of Memphis and a B.S. degree in accounting from the University of Tennessee. Before joining Attitude, he was Chief Accounting Officer and Chief Financial Officer for 4 years with Bravo! Brands, Inc. Previously, he served as VP Finance/CFO for Allied Interstate, Inc. in the West Palm Beach area. Earlier, he served as CFO and Treasurer for Hearx Ltd., a West Palm Beach, Florida public company. He also served 18 years as International Controller and Financial Director with the Holiday Inns, Inc. organization in Memphis and Orlando.
John L. (Jack) Shea – Executive Vice President, Sales
Jack Shea is Executive Vice President of Sales for the Attitude Drink Company. In this position, he is responsible for development of distributor networks and sales for Attitude products. Additionally, he is tasked with initiating and developing new business opportunities.
Previously, Mr. Shea served as Director of Business Development, Allied Brands for Bravo Brands. He was Vice President of Sales and Marketing for Tea Systems International (Liquid Tea Concentrate production and sales), Vice President Sales and Marketing, MVT Inc. (Motion Lenticular Point of Purchase material sales), and COO/General Manager, Halewood International / USA, Inc. (Beer, Wine and Spirits importing, sales and distribution.) Mr. Shea started in the beverage industry as a routes salesman for Joyce Beverages/New York which was the largest 7UP bottler in the US. He was General Manager when the company was sold in 1992.
Mr. Shea holds a Bachelor of Arts degree from Iona College in New Rochelle, NY.
He is active in various ministries in his church and the community.
Mr. Shea resides with his wife and two sons in Mamaroneck, NY.
Niki Fuller - Vice President, Brand Manager
Niki Fuller joined Attitude Drink Company, Inc. in October, 2007 as a member of the marketing team and currently holds the position of VP, Brand Manager. Her experience in brand management at Bravo! Brands Inc. and a clear understanding of the innovative beverage industry enables her to be a dedicated, confident supporter and catalyst of Attitude’s mission. Her belief in corporate innovation lies in an understanding that at the end of the day, the value and strength of each company lies in its people and brand power. She is also responsible for PR compliance and ‘day-to-day’ execution of each brand.
Craig Peters – Executive Vice President, Operations and Production
After enjoying 20 years of quality assurance and manufacturing operations experience at Quaker Oats and Unilever/Slim Fast, Mr. Peters became the QA Director for Bravo! Brands Inc. in 2006. Mr. Peters is responsible for day to day operations and quality assurance with regard to production, planning and quality systems as well as office and warehouse operations at Attitude Drink Company, Inc.
Debbie Lieblong - Vice President Corporate Services
Debbie graduated with a Bachelors of Science Degree in 1977 and joined Attitude Drink Company, Inc. September 2007 as Office Manager. Prior to joining Attitude, Debbie worked in various positions with companies such as Bravo! Brands Inc., Unilever, Slim•Fast, and was Human Resource Director for the Palm Beach County Health Care District after spending 14 years in retail management. Debbie is responsible for the corporate office related activities, including records retention, corporate travel, mailroom/shipping and office supply management.
Jeffrey R. Stout, Ph.D., Chair
Jeffrey R. Stout, Ph.D., FNSCA, FISSN, CSCS is currently an Associate Professor in Sport and Exercise Science. Dr. Stout has published over 130 research studies that focus on nutrition, exercise performance, muscle function and body composition in young and elderly populations. Furthermore, he has co-authored and co-edited 7 books and 7 book chapters on sports nutrition. Currently, Dr. Stout enjoys mentoring his graduate students who help to manage the various research activities in the Human Performance Laboratory. He also has his black belt and competes as a master’s athlete in the Olympic sport of Judo.
Hector L. Lopez, M.D., FAAPMR, CSCS
Dr. Lopez is recognized for applying his diverse background in nutrition, exercise science, sports and musculoskeletal medicine, endocrinology & metabolism to improving not only the health and quality of life in his patients, but also athletic performance in recreational and elite athletes. Dr. Lopez directs patient care at his centers to optimize outcomes by combining the best methods from the fields of musculoskeletal medicine, pain management, exercise physiology, nutrition and physical rehabilitation. He received his training at the world renowned Northwestern University Feinberg School of Medicine - Rehabilitation Institute of Chicago. He is a Certified Strength and Conditioning Specialist (CSCS) through the NSCA, and holds a Masters degree in nutritional biochemistry with concentration in exercise physiology at Northwestern University. His research interests include: hormonal modulation and nutritional intervention to improve human performance and rehabilitation outcomes of injured patients. An active researcher, speaker and author, he has presented nationally and published articles and scientific abstracts on various topics related to nutrition, stroke, orthopedic injuries, chronic pain disorders, athletic performance, optimal aging, and physician-based exercise prescription.
Dr. Lopez is the founding partner and medical director of 3 facilities in NJ that focus on integrative rehabilitation medicine and human performance to treat patients with the full spectrum of orthopedic injuries (Performance Spine & Sports Medicine, LLC. and Northeast Spine and Sports Medicine, PC.). Dr. Lopez is consultant to professional athletes and the nutritional supplement industry as product developer, researcher and writer.