American Rebel Holdings, Inc. (AREB): Business Model Canvas [Dec-2025 Updated]

You're looking at a company trying to be two things at once: a security product seller and a national beer brand. Honestly, when you map out the Business Model Canvas for American Rebel Holdings, Inc. (AREB), you see a fascinating, high-stakes gamble. While their safes and security products drive 90.0% of their Q3 2025 revenue, the company is pouring resources into an aggressive beer distribution strategy, contributing to a significant Last Twelve Months (LTM) net loss of -$36.33 million against only $9.01 million in LTM revenue. I've seen this kind of dual focus before, and it requires razor-sharp execution. Dig into the nine blocks below to see exactly how American Rebel Holdings, Inc. (AREB) is structuring this complex, patriotic lifestyle play and where the near-term risks truly lie.

American Rebel Holdings, Inc. (AREB) - Canvas Business Model: Key Partnerships

You're looking at the core relationships American Rebel Holdings, Inc. (AREB) is using to scale its branded products, especially the beverage line. These partnerships are critical for getting the product from the co-packer to the consumer's hand, and for building brand equity in a crowded market.

The Beer Distributor Network is the engine for getting American Rebel Light Beer onto shelves and taps. You see a clear pattern of securing top-tier partners to power the distribution-first playbook.

The production relationship with AlcSource is foundational for the beverage segment. This partnership allows American Rebel Holdings to focus on marketing and distribution rather than capital-intensive brewing infrastructure.

• Produced in partnership with AlcSource.
• American Rebel Light Beer specs: approximately 100 calories, 3.2 carbohydrates, and 4.3% alcoholic content per 12 oz serving.

Retail chain partnerships are the payoff for the distributor network investment. Getting shelf space in major chains validates the velocity built through initial distribution and events. As of late 2025, the beer is distributed in 15 states.

You can see the immediate impact of the distribution strategy in the following retail placements:

• Placement secured at Kroger Store #502 in downtown Nashville, Tennessee, as of November 25, 2025.
• Initial placements at Kroger Store #580 in Clarksville, Tennessee.
• Distribution secured across 416 Southeastern Grocers locations, with rollout starting in spring 2026. (For context, Southeastern Grocers operates 436 stores in the US as of October 14, 2025).
• Initial placement at 62 Total Wine & More Locations across 7 states as of June 2025.

Motorsports sponsorships, particularly with the National Hot Rod Association (NHRA), are key for brand visibility and driving trial, which then feeds the distribution pipeline. The CEO noted that the racing marketing program opened many doors for critical associations.

The 2025 NHRA commitment includes:

• Visibility on both Tony Stewart's Top Fuel Dragster and Matt Hagan's Funny Car across all 20 races.
• Serving as primary sponsor for five Hagan races and one Stewart race.
• Title sponsorship for the American Rebel Light NHRA 4-Wide Nationals event.

Finally, the strategic investment in RAEK Data, LLC, is a partnership to own the customer relationship directly. This is a move to enhance marketing effectiveness, which is crucial given the company's focus on data-driven growth.

This investment gives American Rebel Holdings ownership in a first-party data and identity resolution platform. The company reported stockholders' equity of $3,378,257 as of September 30, 2025, exceeding the Nasdaq minimum of $2.5 million, a compliance milestone partly supported by such strategic capital actions.

Finance: draft 13-week cash view by Friday.

American Rebel Holdings, Inc. (AREB) - Canvas Business Model: Key Activities

You're looking at the core engine room of American Rebel Holdings, Inc. (AREB) as of late 2025. The key activities show a company aggressively pivoting and restructuring while maintaining its foundational product line. It's a balancing act between legacy business strength and new market entry.

Aggressive National Beer Distribution Expansion (a distribution-first strategy)

The push into beverages is a major activity, aiming for a piece of the massive $110 billion annual beer market. This distribution-first strategy is showing localized wins. For instance, the 16oz American Rebel Light Beer cans secured placement at Kroger Store #502 in downtown Nashville, Tennessee, announced on November 25, 2025. This followed a successful initial placement in Clarksville, Tennessee. Furthermore, the company is actively building its wholesale network, evidenced by adding Muller Distributing to launch the beer in Philadelphia and eastern Pennsylvania, announced November 21, 2025. Strategic engagement at the 2025 National Beer Wholesalers Association Convention signaled intent to secure more distributors. The near-term goal is to have products available at all Southeastern Grocers locations by spring 2026.

Design and Sourcing of Safes and Personal Security Products

Honestly, the safes business remains the overwhelming revenue driver, even as the company expands elsewhere. The core activity here is design and sourcing, with products constructed primarily of United States-made steel. The financial weight of this activity is clear when you look at the revenue segmentation from the Q2 2025 10-Q filing. The company's safes accounted for 95.1% of revenue for the three months ended June 30, 2025, and 95.7% for the six months ended June 30, 2025. This segment's strength is also seen through its subsidiaries; Champion Safe Company reported over 80% Year-over-Year growth at its Lenexa, KS, store as of November 20, 2025.

Strategic Financial Restructuring and Corporate Actions (e.g., reverse splits)

This has been a critical, high-frequency activity to maintain listing status. You've seen two major reverse stock splits in 2025 alone. First, a 1-for-25 split was effective March 31, 2025, reducing shares from 10.6 million to approximately 423,000. Then, a second 1-for-20 reverse split took effect on October 3, 2025, cutting the share count from about 11.27 million down to roughly 563,000 before protective measures. These moves were proactive to maintain Nasdaq compliance, and by November 21, 2025, the company received confirmation of compliance with the Equity Rule, though it enters a mandatory one-year monitoring period. On the balance sheet side, the company amended its Series D Convertible Preferred Stock to increase authorized shares from 500,000 to 3,000,000. The Q3 2025 Form 10-Q showed positive Stockholders' Equity of $3,378,257, which exceeded Nasdaq's $2.5 Million Equity Standard. Still, the operational losses are significant, with TTM EBITDA reported at negative $12.9 million.

High-Visibility Media Blitz Campaigns Across Financial and News Networks

To support both the legacy business and the new beer venture, high-visibility marketing is a key activity. This includes launching a national media marketing campaign, which was noted as accomplished in the 10 days leading up to April 7, 2025. The company also continues to benefit from its sponsorship with Tony Stewart Racing, which is set to continue throughout 2025, opening doors with new distributors. The patriotic branding is central to these campaigns, appealing to a specific consumer base.

Product Development

Product development spans the entire portfolio, from safes to beverages. While the 2025 Triumph Series of safes is a development focus, the revenue split gives you the clearest picture of where the product focus translates financially in the short term. The beer launch is the most recent major product line expansion, which began in 2024. Here's how the revenue broke down for the three months ended June 30, 2025:

The company is definitely using its existing distribution channels for safes to support its growth. For example, Cross Creek Outdoor Supplies saw 112% year-to-date growth, reinforcing the brand's strong performance in the Southeast region.

American Rebel Holdings, Inc. (AREB) - Canvas Business Model: Key Resources

You're looking at the core assets American Rebel Holdings, Inc. uses to deliver its value proposition across safes, apparel, and beverages. These aren't just line items; they are the engines driving the business right now, especially after the recent balance sheet stabilization.

Intellectual property and brand equity (patriotic lifestyle brand)

The brand equity is centered on a distinct patriotic theme, which is leveraged across all product divisions. This positioning is key to the consumer segments American Rebel Holdings, Inc. targets.

• American Rebel Light Beer is marketed as America's Patriotic, God-fearing, Constitution-loving, National Anthem-singing, Stand Your Ground Beer.
• The beer product specifications include approximately 110 calories, 3.2g carbs, and 4.3 percent ABV per 12 oz serving.
• The beer uses ingredients sourced exclusively from the USA.
• Since its September 2024 launch, American Rebel Light Beer has rolled out in 16 states.

The distribution footprint for the beer is expanding rapidly, which builds brand visibility and equity at the retail level. For example, a major planned expansion includes distribution across 416 Southeastern Grocers locations, including Winn-Dixie and Harvey's, starting in spring 2026 across Florida, Georgia, Alabama, Mississippi, and Louisiana.

Stockholders' Equity of $3,378,257 (as of Q3 2025)

This figure, reported in the Q3 2025 Form 10-Q as of September 30, 2025, is a critical resource as it confirmed compliance with Nasdaq Listing Rule 5550(b)(1), which requires a minimum of $2.5 million in equity for continued listing. This positive equity position is a significant turnaround from the approximately $(8.0) million deficit reported on March 31, 2025.

Here's a quick look at the equity recovery in 2025:

This represents an improvement of roughly $11.4 million from the end of Q1 2025.

CEO Andy Ross and executive management team

The leadership team's tenure and compensation represent institutional knowledge and operational commitment. CEO Andy Ross has been with the company for 9.4 years, serving as CEO and Executive Chairman since June 20, 2016. His total compensation for the period analyzed was $598,080.

The broader management structure includes several key roles:

• Corey Lambrecht, President, with compensation of $485,940.
• Douglas Grau, President of American Rebel Productions, with compensation of $277,680.
• Todd Porter, President of American Rebel Beverages.
• Nathan Findley, President of American Rebel Safes.
• Darin Fielding, Interim Principal Accounting Officer.

The average tenure for the management team is noted as 1.3 years.

Network of safe dealers and specialized retailers

The safe division, operating through Champion Safe Company, relies on a wholesale distribution network and direct retail presence. One key retail partner shows significant performance:

• SafeSource USA honored for 92% growth in orders placed with Champion Safe in 2025.
• SafeSource USA has been a retail partner since 2013.
• The flagship American Rebel retail store in Lenexa, Kansas, posted more than 80% year-over-year growth, driven by safe demand.

The company markets its products through dealers, regional retailers, and specialty safe, sporting goods, hunting, and firearms stores.

Supply chain and manufacturing agreements for diverse product lines

For the beverage line, American Rebel Holdings, Inc. has established agreements with key industry players to ensure production capacity and logistics support for its national rollout strategy.

The company's overall strategy involves partnering with top-tier distributors across key states before layering on high-impact retail chains.

American Rebel Holdings, Inc. (AREB) - Canvas Business Model: Value Propositions

You're looking at the core reasons customers choose American Rebel Holdings, Inc. products, which is really about security and a specific lifestyle alignment. The value proposition isn't just the product itself; it's the promise behind the steel and the brew.

Secure storage and personal defense products (safes, concealed carry) are central. The value here is tangible protection, backed by dealer success. For instance, one flagship retail location in Lenexa, Kansas, posted more than 80% year-over-year growth in 2025, driven primarily by soaring demand for safes. This suggests customers value the in-person experience and product availability. Furthermore, a top-performing dealer in North Carolina achieved 112% year-to-date growth (2024-2025).

The beverage line offers the American Rebel Light Beer: Patriotic, all-natural, low-calorie lager. This targets the health-conscious patriot. Per 12 oz serving, it offers approximately 100 calories, 3.2 grams of carbohydrates, and a 4.3% alcoholic content. It's marketed as being brewed without added sweeteners, corn, or rice. The digital demand validates this value: online beer orders surged 1100% since late May 2025, and the Average Order Value (AOV) rose 14% to $59.62. The beer segment generated $2.51 million in revenue for the first quarter ended March 31, 2025.

The unapologetic brand identity resonating with American values is a key differentiator, translating into strong retail velocity. In the independent retail channel, which drives 57% of total beer sales, the brand secured over 1,100 new accounts in the past five months. At Total Wine & More, a critical channel, average restocking orders in June 2025 were 105% of the initial May 2025 order across activated locations.

For the safes, the value is in enhanced security and fire protection in Triumph Series safes. The 2025 model upgrades include features like the Tempered Glass Relocker System and an upgraded fire rating. The safe division itself showed strong early 2025 performance, achieving over $2.4 million in year-to-date 2025 revenue from buying group shows.

The diversified product portfolio under one lifestyle brand creates cross-selling opportunities. While the company faced revenue challenges, with last twelve months revenue at $9.01 million (down 36.59% year-over-year as of Q3 2025), the structure allows for a unified brand message across categories. The company's Q3 2025 filing showed stockholders' equity improved to $3,378,257, satisfying the $2.5 million minimum equity threshold required by Nasdaq.

Here's a quick look at the quantifiable aspects of the beer value proposition:

The brand loyalty is further evidenced by the beer's performance at Total Wine & More, where 94.12% of active authorized accounts placed a restocking order.

American Rebel Holdings, Inc. (AREB) - Canvas Business Model: Customer Relationships

American Rebel Holdings, Inc. (AREB) focuses on forging deep, value-aligned relationships with its customer base, which is segmented between direct online purchasers and retail/distributor partners.

Brand community building through patriotic messaging and events

The core of the customer relationship is built around an emotional connection to the brand's stated values. American Rebel Light Beer is positioned as America's Patriotic, God-fearing, Constitution-loving, National Anthem-singing, Stand Your Ground Beer. This messaging is reinforced through strategic partnerships, such as the sponsorship deal with the American Rebel Light NHRA 4-Wide Nationals, which strengthened the brand's image.

Direct customer engagement via dynamic QR codes in ads

While specific data on dynamic QR code engagement is not public, the success of digital campaigns shows high responsiveness to targeted outreach. A Free Shipping promotion celebrating Independence Day and the U.S. Army's 250th anniversary achieved 22.9 million digital impressions across Facebook, Google, and Taboola.

Dealer and distributor relationship management for both segments

The distribution-first growth plan relies heavily on strong retail partner performance, particularly with major chains like Kroger and Total Wine & More. The success in these channels is quantified by aggressive restocking metrics:

The expansion into high-profile retail locations, such as Kroger Store #502 in downtown Nashville, Tennessee, serves as a strategic proof point for building shelf presence and repeat purchase among loyal fans.

Direct-to-Consumer (DTC) sales via the company website

The DTC channel saw explosive growth following e-commerce refinement and promotional activity. The DTC platform now serves customers in over 40 states. During a key promotional period, the following metrics were recorded:

• Gross Online Sales increased by 1100%.
• Overall orders increased by 1000%.
• Website traffic surged by 4500%.
• Conversion rates rose by 1100%.
• Average Order Value (AOV) climbed 14% to $59.62.
• The Repeat Customer Rate (RCR) improved by 72.7%.

Emotional connection to the brand's core values is defintely key

The high Repeat Customer Rate improvement of 72.7% in the DTC channel directly reflects the success of connecting with customers over shared values, which drives loyalty beyond transactional purchasing.

American Rebel Holdings, Inc. (AREB) - Canvas Business Model: Channels

You're looking at how American Rebel Holdings, Inc. gets its products-beer, safes, and apparel-out to the customer as of late 2025. It's a multi-pronged approach, heavy on distribution agreements for the beverage side right now.

The beer distribution expansion is showing concrete progress, which you can see mapped out below based on recent announcements:

The focus on scaling the beer business is clear, but the security and apparel lines use different pathways to market. For instance, the Champion Safe division is seeing traction through its dealer network, evidenced by growth at a key retail location.

• - Third-party beer distributors and wholesalers: Secured 16 verbal commitments at NBWA 2025, unlocking potential entry into 9 new states.
• - Major grocery and retail chains (e.g., Kroger, Southeastern Grocers): Distribution secured across all 416 Southeastern Grocers locations for spring 2026; placements confirmed in Kroger Store #502 in downtown Nashville, Tennessee.
• - Network of independent safe and security product dealers: Champion Safe reported over 80% Year-over-Year growth at the Lenexa, KS flagship store as of November 20, 2025.
• - E-commerce website for direct sales of apparel and soft goods: Products marketed online through own website and e-commerce platforms.
• - High-reach media channels (CNBC, Fox News, Fox Business): CEO appearances mentioned as part of strategic growth initiatives.

The beer segment is also expanding its distributor base, adding Muller Distributing to cover Philadelphia and eastern Pennsylvania as of November 21, 2025.

American Rebel Holdings, Inc. (AREB) - Canvas Business Model: Customer Segments

You're looking at the core groups American Rebel Holdings, Inc. targets across its diversified portfolio of safes, security gear, and the breakout American Rebel Light Beer. The company defines itself as America's Patriotic Brand, which heavily influences segment selection.

The customer base is segmented across lifestyle and product lines, with the beverage segment showing the most recent, quantifiable traction in late 2025.

For the beer segment specifically, which is driving much of the recent retail engagement, the initial rollout in Total Wine & More locations across seven states showed strong pull-through.

• Of the active authorized Total Wine & More accounts, 94.12% placed a restocking order.
• The brand is marketed as a Premium Domestic Light Lager, brewed without corn, rice, or artificial sweeteners.
• The company markets its products through regional retailers and specialty safe, sporting goods, hunting, and firearms stores.

Looking at the broader financial context that underpins the ability to serve these segments, the company reported a working capital deficit of $(9,447,971) as of Q1 2025. Total liabilities were $17,717,613 at that time.

The direct-to-consumer (DTC) channel for the beer product saw significant spikes, indicating a segment highly responsive to promotions:

• Online beer orders surged 1100% since late May 2025.
• 48-pack orders specifically rose 2900% during this period.
• The Average Order Value (AOV) for DTC beer reached $59.62.

The company's overall revenue for the twelve months ending September 30, 2025, was $9.01M, down -36.59% year-over-year.

American Rebel Holdings, Inc. (AREB) - Canvas Business Model: Cost Structure

You're looking at the major drains on American Rebel Holdings, Inc.'s finances as of late 2025. The cost structure is heavily weighted toward operational expenses and servicing debt, which is a key area to watch given the recent asset acquisition and equity compliance efforts.

The most immediate and largest cost components, based on the Trailing Twelve Months (TTM) ending September 30, 2025, are clear:

• - High Cost of Revenue: $9.45 million LTM (Sep 2025)
• - High Selling, General & Administrative expenses: $14.65 million LTM
• - Significant net loss: -$36.33 million LTM (Sep 2025)

The Cost of Revenue being nearly equal to the TTM Revenue of $9.01 million (as of Sep 2025) suggests very thin or negative gross margins on the products sold, which is a structural issue for profitability. Also, the SG&A figure of $14.65 million dwarfs the revenue base, indicating high fixed overhead relative to current sales volume.

Here's a breakdown of key expense and liability metrics as of the September 30, 2025 filing:

Financing costs are a material consideration. The Interest Expense for the TTM ending September 30, 2025, was -$3.32 million. This expense is tied to the company's debt load, which the company reported as a total debt of $22.51 million in a November 2025 update, despite other filings showing total liabilities at $28.37 million.

The expansion into new product lines introduces specific logistical pressures. You should be tracking costs related to:

• - Distribution and logistics costs for national beer rollout
• - Marketing and promotional spend associated with new beverage distribution
• - Inventory holding costs for the expanded product portfolio

The debt structure itself presents a cost challenge. The total debt figure of $22.51 million, when compared to the positive stockholders' equity of $3.38 million as of September 30, 2025, results in a very high leverage ratio. This high leverage directly translates into the significant interest expense burden you see.

Finance: draft 13-week cash view by Friday.

American Rebel Holdings, Inc. (AREB) - Canvas Business Model: Revenue Streams

You're looking at the core ways American Rebel Holdings, Inc. brings in cash as of late 2025. It's important to see where the bulk of the money is coming from right now, and the numbers show a heavy reliance on one category.

The Total Last Twelve Months (LTM) Revenue for American Rebel Holdings, Inc. ending September 30, 2025, was reported at $9.01 million. This figure reflects the revenue performance over that full year period.

For the third quarter of 2025, which ended September 30, 2025, the total revenue was $1.88 million. Here is how that quarterly revenue broke down by product line:

The primary revenue drivers for American Rebel Holdings, Inc. are clearly concentrated in the security segment. Still, the company maintains other, smaller streams that contribute to its overall top line.

• Sales of safes and personal security products accounted for 90.0% of Q3 2025 revenue.
• Sales of American Rebel Light Beer made up 5.0% of Q3 2025 revenue. This beverage segment was launched via a 2024 brewing partnership.
• Sales of apparel and accessories (soft goods) represented 2.4% of Q3 2025 revenue.
• Total Last Twelve Months (LTM) Revenue ending September 30, 2025, was $9.01 million.
• Licensing or sponsorship revenue, which could include activities like NHRA events, is another potential stream, though its specific contribution to the Q3 2025 revenue breakdown is not explicitly detailed in the same manner as the product sales.