American Rebel Light Beer Enters Full Production to Satisfy Customer Demand in Multiple States

Rhea-AI Summary

American Rebel Holdings (NASDAQ: AREB) has announced the start of full production for American Rebel Light Beer, a premium domestic light lager. The company is taking initial stocking orders from distributors in Tennessee and Connecticut, with reorders from Ohio and Kansas. The beer is scheduled to be available to distributors' customers right after Labor Day.

CEO Andy Ross highlighted successful partnerships with major distributors, including Standard Beverage in Kansas, Bonbright Distributors in Ohio, Best Brands in Tennessee, and Dichello Distributors in Connecticut. The beer has already been placed in nearly 200 retail locations in Kansas and launched at Tony Stewart's Eldora Speedway in Ohio.

American Rebel expects beer sales to reach approximately $1 million for 2024, with rapid growth anticipated in 2025.

Positive

• Full production of American Rebel Light Beer has commenced to meet customer demand
• Secured distribution agreements with major distributors in multiple states
• Already placed in nearly 200 retail locations in Kansas
• Successful launch at Eldora Speedway in Ohio
• Secured commitments from large bars in Nashville's high-volume entertainment district
• Projected beer sales of $1 million for 2024 with expectations of rapid growth in 2025

Negative

• None.

Market Research Analyst

American Rebel's entry into the light beer market with its patriotic branding shows promise, but faces stiff competition. The company's strategic partnerships with established distributors like Standard Beverage and Bonbright are positive indicators for potential market penetration. However, the projected $1 million in beer sales for 2024 is relatively modest in the competitive beer industry. The company's ability to secure prime locations in Nashville's high-volume Broadway district is noteworthy, potentially boosting brand visibility. The diverse distribution network across multiple states suggests a solid foundation for growth, but the real test will be in sustaining and expanding market share beyond the initial launch phase. Investors should closely monitor the beer division's performance relative to American Rebel's existing product lines to gauge its impact on overall company growth.

Financial Analyst

The launch of American Rebel Light Beer represents a significant diversification effort for American Rebel Holdings (NASDAQ: AREB). While the $1 million projected beer sales for 2024 may seem modest, it's important to consider this in the context of the company's overall financial performance. The beer division could potentially provide a new revenue stream to complement the existing safe and security product lines. However, investors should be cautious about the capital expenditure required for this expansion and its impact on the company's balance sheet. The beer industry's high competition and low margins could pose challenges to profitability. Key metrics to watch will be the gross margins on beer sales compared to the company's other products and whether the new division can achieve economies of scale to become a meaningful contributor to the bottom line.

Beverage Industry Expert

American Rebel's entry into the light beer market is ambitious but faces significant challenges. The company's patriotic branding may resonate with a specific consumer segment, but the light beer category is highly saturated and dominated by established giants. The partnership with AlcSource for production is a smart move, leveraging expertise in beverage development and production. However, the success of American Rebel Light will heavily depend on its taste profile and ability to differentiate in a crowded market. The initial distribution agreements and event placements are promising, but sustained growth will require significant marketing investment and consumer adoption. The company's strategy of leveraging CEO Andy Ross's music career for promotion is unique but may have scalability. The beer industry's high volume, low margin nature means that American Rebel will need to achieve substantial scale to make this venture profitable, which could be challenging for a newcomer.

Nashville, TN, Aug. 23, 2024 (GLOBE NEWSWIRE) -- American Rebel Holdings, Inc. (NASDAQ: AREB) ("American Rebel" or the "Company"), the creator of American Rebel Beer (www.americanrebelbeer.com), and branded safes, personal security and self-defense products and apparel, announced initial production of American Rebel Light 12oz and “Tall Boy” cans for distribution. American Rebel Light Beer is a premium domestic light lager.

Batches of American Rebel Light Beer are currently “In the Tank” and on schedule. The Company is taking initial stocking orders from distributors Best Brands in Tennessee and Dichello in Connecticut. Reorders are being aggregated for Ohio’s Bonbright and Kansas’s Standard Beverage. Initial production of American Rebel Light is scheduled to be available to our distributors’ customers right after Labor Day.

“American Rebel Light is coming to a store near you. Production of our non-craft light beer is a crucial step in the evolution of the American Rebel brand, and I’m happy to announce that we are on schedule,” said Andy Ross, Chief Executive Officer of American Rebel. “Feedback on our initial test run has been positive with appearances at events like the Country Stampede in the Kansas City suburb of Bonner Springs, KS. Our beer is poised and ready to take market share nationwide as we continue to enter new distribution agreements.”

American Rebel Light is produced in partnership with AlcSource, the largest integrated provider of beverage development, sourcing, and production solutions in the U.S.

“I am very proud of our incredible distributors we’ve contracted with so far,” said Andy Ross. “For the entire state of Kansas, we’ve contracted with Standard Beverage Corporation (www.standardbeverage.com/), a leading beverage distributor in Kansas for 75 years. Standard Beverage has already placed American Rebel Light Lager into nearly 200 retail locations, including grocery store chains Price Chopper and Hen House, a few 7-11s and many independent convenience and liquor stores.”

Bonbright Distributors (www.bonbright.com/), a Miller/Coors house, has already launched American Rebel Light Lager at Tony Stewart's Eldora Speedway (www.eldoraspeedway.com/) and the surrounding area and will expand throughout their entire 9-county territory in west central Ohio in September. The Rebel Light launch at Eldora Speedway was a massive success, topped off by a great post-race concert by American Rebel CEO Andy Ross that was such a hit that the track has asked Andy and band back to perform later this summer. The track supported the Rebel Light launch with a billboard ad and live messages on the scoreboard promoting America's Patriotic Beer. The “World's Greatest Dirt Track” and American Rebel Light Beer are a perfect match and race attendees will enjoy Rebel Light all season long.

A major force in the state of Tennessee, Best Brands (www.bestbrandsinc.com/) will launch American Rebel Light Lager in Tennessee right after Labor Day; and has already secured commitments from some of the largest bars in the Nashville Entertainment district. Nashville's Broadway district is reported to sell more alcohol per square mile than anywhere else in the world; and it is an amazing accomplishment to get commitments to sell a brand-new beer in this high-volume area.

Dichello Distributors (dichello.com/), an Anheuser-Busch house, will launch American Rebel Light Lager in 4 counties in Connecticut in September. They are excited to replace some of their lost business with our beer and they are also opening doors for us with other distributors throughout the AB network in other states. Andy Ross will perform at a northeast American Rebel launch party for onboarding distributors and on-premise and off-premise key accounts at the world-famous Toad’s Place October 10. Toad’s Place is an historic venue that has hosted many of the world’s most well-known acts, including the Rolling Stones.

“It shows you the power of the brand that we are able to contract with the best distributors in the country,” said Andy Ross. “It is evidence that America is ready to celebrate America’s Patriotic, God-Fearing, Constitution-Loving, National Anthem-Singing, Stand Your Ground Beer. We expect beer sales to be approximately $1 million for 2024 and ramp up quickly in 2025. We look forward to announcing more of our ongoing expansion very soon.”

For an updated list of locations featuring American Rebel Light, visit: www.americanrebelbeer.com

About American Rebel Holdings, Inc.

American Rebel Holdings, Inc. (NASDAQ: AREB) has operated primarily as a designer, manufacturer and marketer of branded safes and personal security and self-defense products and has recently transitioned into the beverage industry through the introduction of American Rebel Beer. The Company also designs and produces branded apparel and accessories. To learn more, visit www.americanrebel.com and www.americanrebelbeer.com. For investor information, visit www.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 continued increase in revenues, actual receipt of funds under the Reg A Offering, effects of the offering on the trading price of our securities, implied or perceived benefits resulting from the receipt of funds from the offering, actual launch timing and availability of American Rebel Beer, 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, 2023. 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:
Brian Prenoveau
MZ North America
+1 (561) 489-5315
AREB@mzgroup.us

Attachment

• American Rebel Holdings, Inc

FAQ

When will American Rebel Light Beer be available to distributors' customers?

American Rebel Light Beer is scheduled to be available to distributors' customers right after Labor Day.

Which states are currently ordering American Rebel Light Beer (AREBW)?

American Rebel Light Beer (AREBW) is currently being ordered by distributors in Tennessee, Connecticut, Ohio, and Kansas.

What are the projected beer sales for American Rebel Holdings (AREB) in 2024?

American Rebel Holdings (AREB) expects beer sales to reach approximately $1 million for 2024.

How many retail locations in Kansas have already placed American Rebel Light Beer?

American Rebel Light Beer has already been placed in nearly 200 retail locations in Kansas.