American Rebel Expands into the Beverage Industry with the Launch of American Rebel Beer

Rhea-AI Summary

American Rebel Holdings, Inc. announces expansion into the beverage industry with the launch of American Rebel Beer. The company aims to capture market share in the $44 billion U.S. beer market by offering a differentiated product that embodies the spirit of freedom and independence. American Rebel has partnered with BevSource for beverage development and production, and City Brewing Company for co-packing and supply chain services. The roll-out of their light beer will begin regionally in early 2024.

Positive

• American Rebel expands into the beverage industry, aiming to capture market share in the $44 billion U.S. beer market
• Partnership with BevSource and City Brewing Company positions American Rebel for quick and efficient scaling of their beverage business

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• None.

– Undertakes Transformational Opportunity in Partnership with Industry Leading Beverage Solutions Company and Largest Co-Packer in the U.S. –

Nashville, TN, Oct. 05, 2023 (GLOBE NEWSWIRE) -- American Rebel Holdings, Inc. (NASDAQ: AREB) ("American Rebel" or the "Company"), a designer, manufacturer, and marketer of branded safes, personal security and self-defense products and apparel, today announced its expansion into the beverage industry with the launch of American Rebel Beer.

“American Rebel’s expansion into the beverage industry is a truly pivotal moment for our company,” said Andy Ross, Chief Executive Officer of American Rebel. “We have built a brand that is based on fundamental values which make American Rebel a household name. Our success in gaining market share with our legacy safe and personal security product businesses has enabled us to build a loyal customer base that we can continue to serve with additional lifestyle products and introduce America’s God Fearing, Constitution Loving, National Anthem Singing, Stand Your Ground Beer.”

“With over $44 billion in sales for 2022, the U.S. beer market presents a massive opportunity for a new entrant to capture market share. We believe American Rebel is well positioned to capitalize on this opportunity. The current competitive landscape for domestic beers reflects shifting consumer trends and the need for a differentiated product that consumers can buy to express their values. Our strategy aims to fill that void with a product that embodies the spirit of freedom and independence, which has always been the heart and soul of our company. American Rebel is America’s Patriotic Brand,” said Mr. Ross.

The Company has partnered with BevSource, the largest integrated provider of beverage development, sourcing, and production solutions in the U.S., to bring American Rebel Beer to market. Based in St. Paul, Minnesota, BevSource provides a full suite of operational and support services to some of the beverage industry’s leading brands. Leveraging its network of long-term strategic relationships with ingredient suppliers, BevSource will provide American Rebel Beer with top-tier ingredient sourcing and full-scale services to support development and production.

“From my 20 plus years of experience, American Rebel has all the attributes to be one of BevSource’s highly successful and sustainable brands,” said Dan Macri, EVP of Business Development at BevSource. “I see the brand power of American Rebel in the American Spirit space and it is the vision, passion, and success of the American Rebel management team led by Andy Ross that has us at BevSource convinced we found the right partner!”

City Brewing Company, LLC, the largest full-service alcoholic beverage contract manufacturer in the U.S., will provide co-packing and supply chain services for American Rebel Beer. City Brewing operates out of four facilities located in Wisconsin, Tennessee, Pennsylvania, and California with an aggregate capacity to produce over 130 million cases per year.

Mr. Ross continued: “Partnering with both the nation’s top beverage solutions company as well as the largest co-packer puts us in prime position to scale our beverage business quickly and efficiently. City Brewing’s facilities are highly modernized for beer production and have ample capacity that will enable us to immediately ramp up operations. Our partners have proven track records of successfully taking new beverage companies from concept to large scale production in an efficient manner. We are proud that they have chosen to partner with American Rebel Beer, and we look forward to working with their team to achieve our shared vision of success.”

“We will begin the roll-out of our light beer on a regional basis in early 2024 and expect to scale nationally in 2025. As we look forward, we plan to launch additional products in the beverage category while continuing to build momentum across all our businesses to maximize long-term value for our shareholders,” concluded Mr. Ross.

To learn more about American Rebel Beer, visit www.americanrebelbeer.com. To learn more about BevSource or City Brewing Company, visit www.bevsource.com or www.citybrewery.com.

About American Rebel Holdings, Inc.
American Rebel Holdings, Inc. (NASDAQ: AREB) operates primarily as a designer, manufacturer and marketer of branded safes and personal security and self-defense products. The Company also designs and produces branded apparel and accessories and will introduce American Rebel Beer in early 2024. To learn more, visit americanrebel.com, championsafe.com, superiorsafe.com and americanrebelbeer.com. For investor information, visit americanrebel.com/investor-relations.

Forward-Looking Statements
This press release contains forward-looking statements within the meaning of the Private Securities Litigation Reform Act of 1995. American Rebel Holdings, Inc., (NASDAQ: AREB; AREBW) (the “Company,” "American Rebel,” “we,” “our” or “us”) desires to take advantage of the safe harbor provisions of the Private Securities Litigation Reform Act of 1995 and is including this cautionary statement in connection with this safe harbor legislation. The words "forecasts" "believe," "may," "estimate," "continue," "anticipate," "intend," "should," "plan," "could," "target," "potential," "is likely," "expect" and similar expressions, as they relate to us, are intended to identify forward-looking statements. We have based these forward-looking statements primarily on our current expectations and projections about future events and financial trends that we believe may affect our financial condition, results of operations, business strategy, and financial needs. Important factors that could cause actual results to differ from those in the forward-looking statements include actual use of proceeds from the private placement, effects of the private placement on the trading price of our securities, implied or perceived benefits resulting from the receipt of funds from the private placement, our ability to comply with the covenants, representations and warranties contained in the purchase agreement with the investor in the private placement, our ability to effectively execute our business plan, and the Risk Factors contained within our filings with the SEC, including our Annual Report on Form 10-K for the year ended December 31, 2022. Any forward-looking statement made by us herein speaks only as of the date on which it is made. Factors or events that could cause our actual results to differ may emerge from time to time, and it is not possible for us to predict all of them. We undertake no obligation to publicly update any forward-looking statements, whether as a result of new information, future developments or otherwise, except as may be required by law.

Company Contact:
info@americanrebel.com

Investor Relations:
Michael Kim or Brooks Hamilton
MZ North America
+1 (949) 546-6326
AREB@mzgroup.us

Attachment

• American Rebel Holdings, Inc.

FAQ

What is American Rebel's expansion strategy?

American Rebel aims to capture market share in the $44 billion U.S. beer market by offering a differentiated product that embodies the spirit of freedom and independence.

Who are American Rebel's partners for beverage development and production?

American Rebel has partnered with BevSource, the largest integrated provider of beverage development, sourcing, and production solutions in the U.S. They have also partnered with City Brewing Company, the largest full-service alcoholic beverage contract manufacturer in the U.S.

When will American Rebel Beer be launched?

The roll-out of American Rebel's light beer will begin regionally in early 2024.

What is the capacity of City Brewing Company?

City Brewing Company has an aggregate capacity to produce over 130 million cases of beer per year.