AWA Wine Ties Knots With Leading Business Corporations to Promote Brand Recognition and Customer Loyalty

Regal Life Concepts, Inc. (OTCBB: RGLC) announced that Guangzhou AWA Wine Co. Ltd ("AWA Wine"), a portfolio investment company of Regal Life, has since inception successfully established mutually beneficial strategic partnerships with significant business corporations such as HSBC, Bank of China, Bank of Communications, China Telecom, LY Telecom, China Mobile, Hunan Television, Radio Guangdong, Kenfil China, etc. to promote brand awareness through various co-brand marketing alliances. AWA recognizes the potential of these profitable relationships, which can advance AWA's mission to become the leading wine distributor in China.

AWA Wine's primary marketing strategy in China evolves around brand building and customer loyalty. Partnerships with leading players in each respective industry have contributed largely to the success of AWA Wine Club to date and in the rapid growth in its club membership base of over 50,000 members. The recent hosting of a wine tasting event for VIP members of LY Telecom, a leading telecommunication firm in China, exemplifies this core marketing strategy, as AWA can reach out to LT telecom's group of 80,000 VIP members to promote its wine club products and services.

Teaming up with Kenfil China, a leading pioneer in China's IT Industry in the organizing of a wine appreciation event for its large clients is another recent example of AWA's brand building efforts and allows AWA to establish its footprint with professionals who are demanding best-in-class services in every aspects of their lives. Such a novel membership drive and brand building approach led to the receipt of a Standard of Excellence award for innovative marketing management by Mr. Nie Weifeng, CEO of AWA wine, in 2008.

With continued growth in its membership base, AWA Wine recognizes that it has to focus its resources on continuously improving core products and services. In order to create and maintain loyalty, AWA Wine is active in organizing small-scale wine tasting events whereby each event is customized to the target customers' interests and make them feel special and respected. This personal touch can create a strong, trusting relationship between AWA Wine and its members and can entice them to stay with AWA Wine for the long run.

"AWA Wine's approach to brand building has proven very successful and we will continue to co-operate with leading business corporations in China to promote AWA Wine Club Memberships. Teaming up with large corporate partners with a demonstrated strong client base will speed up our goal of building up our own membership base," commented Nie Weifeng, President and CEO of AWA Wine. "Our attention to providing high-quality wine products and support services to our members along with our active involvement in building our customer loyalty program have helped us further strengthen our brand recognition in the country."

"AWA management recognizes that these strategic marketing initiatives are the mainstay behind its corporate growth path. It is no longer enough to invite wine club members to the occasional winemaker dinner. Hosting creative and memorable wine club events is an important element of member retention. The more connected the members are, the more likely they will bring in more business and referrals," said Eric Wildstein, CEO of Regal Life.

The AWA Wine network is currently comprised of 17 corporate-owned and franchised locations throughout China that is servicing a strong and growing membership base of over 50,000. The newly established Regal Life-AWA Wine joint venture will lead to the opening of additional corporate-owned AWA Wine locations in China and the development of an improved IT infrastructure to enhance backend administration, sales and logistics support. AWA anticipates that, with the proper funding, it will expand its network to 100 AWA Wine Club locations and 1 million active AWA Wine Club members by 2013.