American Rebel Holdings
American Rebel Holdings designs and markets self-defense and patriotic product to defend and protection family.
- Company typePublic
- Founded2014
- HeadquartersBrentwood, United States
- Headcount51–100
- GTM typeB2C
- OfferingHardware or Manufacturing
What American Rebel Holdings does
American Rebel Holdings offers concealed carry backpacks and apparel. They include defensive jackets, t-shirts, knives, caps, CDs, hats, and backpacks. Their proprietary protection pockets safely secure the firearm while allowing easy access to both right- and left-handed carriers. Its CCW gear uses its proprietary protection pocket to keep them concealed and safe while providing quick and easy access to their firearm.
American Rebel Holdings firmographics
Firmographics- Name
- American Rebel Holdings
- Legal name
- American Rebel Holdings, Inc.
- Website
- https://www.americanrebel.com
- Company type
- Public
- Founded year
- 2014
- Operating status
- Operating
- Headcount range
- 51–100 employees
- Short description
- American Rebel Holdings designs and markets self-defense and patriotic product to defend and protection family.
- Ownership category
- akta.pro rank
American Rebel Holdings industry classification
Industry- Product category
- Consumer Products (Safes and Premium Beer)
- NAICS
- Beer and Ale Merchant Wholesalers (424810)
- SIC
- Wholesale-Beer, Wine & Distilled Alcoholic Beverages (5180)
- akta.pro primary industry
- Firearm Storage & Safety Retail (Safes, Cases, Locks) (CRAMAKAI)
- akta.pro secondary industry
- Craft Beer Retail & Bottle Shops (Off-Premise) (CRANAAAC)
Keywords
Where American Rebel Holdings is headquartered
LocationHeadquarters
- HQ city
- Brentwood
- HQ country
- United States
- HQ region
- North America
Offices4 records
Markets served
American Rebel Holdings business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Operations, Marketing or Sales, Personnel, Others
Revenue model
- Safe and Security Product Sales: Champion Safe Company generates revenue through the manufacture and sale of branded safes, vault doors, and personal security products to independent retailers, shooting sports dealers, and direct-to-consumer through the American Rebel Store in Lenexa, KS. Revenue reported $9.52M full-year 2025 with Q1 2026 revenue of approximately $1.99M.
- American Rebel Light Beer Sales: American Rebel Light Beer generates revenue through wholesale distribution agreements with regional beer distributors, retail placements (Kroger, Total Wine & More, Lincoln Financial Field, Tootsie's PCB), and direct e-commerce merchandise sales. Beer launched September 2024, expanded to 18 states by 2026.
- Private Placements and Debt Financing: Company has raised capital through multiple private placements of common stock, pre-funded warrants, and warrants (e.g., $3M in June 2023, $13M in July 2022, up to $11M in April 2025), promissory notes, and Series D Convertible Preferred Stock issuances. Company also carries approximately $17.8M–$22.5M in debt.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Other | Pay-as-you-go | Merchandise e-commerce: hats, shirts, and CCW backpacks sold at fixed prices |
Go-to-market motion3 records
Distribution channels9 records
Marketing channels8 records
American Rebel Holdings product offering
Product offeringCore offering
American Rebel Holdings operates two core businesses: (1) Champion Safe Company, which manufactures and sells American-made safes, vault doors, and security products through independent dealers and a flagship retail store, and (2) American Rebel Light Beer, a patriotic-themed premium light lager contract-brewed in Wisconsin and distributed through regional wholesalers and on-premise venues. The company also sells branded merchandise (hats, shirts, CCW backpacks) and concealed carry gear.
Product overview
American Rebel Holdings operates as a diversified consumer products company with two primary business segments: (1) American Rebel Light Beer, a patriotic-themed premium light lager launched in September 2024 distributed across 18+ states, and (2) Champion Safe Company, a 25-year-old American safe manufacturer acquired in 2022 offering Challenger, Trophy, Estate, and Medalist series safes. The company also sells branded merchandise (hats, shirts, CCW backpacks) and holds strategic investments in first-party data technology (RAEK Data) and smokeless products (Schmitty's Herbal Snuff). The company markets through motorsports sponsorships (NHRA/Tony Stewart Racing) and grassroots brand activations.
Differentiator
Problem solved
Functional benefit
Brands
- American Rebel Light Beer: Patriotic-themed premium light lager launched in September 2024, brewed in partnership with City Brewing Company in La Crosse, Wisconsin under Associated Brewing Company Master Brewing Agreement.
- Champion Safe
Products and services
- American Rebel Light Beer Patriotic-themed premium light lager marketed as 'America's Patriotic Beer,' sold through regional wholesalers, retail chains (Kroger, Total Wine & More), stadium placements (Lincoln Financial Field), and on-premise venues across 18+ states.
- Champion Safe Company Safes American-made safes and vault doors offered through the Challenger, Trophy, Estate, and Medalist series, including fire-rated models, sold to independent dealers and direct-to-consumer via the Lenexa, KS retail store.
- American Rebel Safes Branded safe products co-branded under the American Rebel identity, sold through Champion Safe dealer channels and the American Rebel Store.
- American Rebel Branded Merchandise
- Concealed Carry (CCW) Gear and Accessories
- Kindig-It Design Custom Safes Ultra-premium custom safes combining high-security protection with automotive-inspired design aesthetics, targeting collectors and premium buyers.
Quantifiable outcome
- Champion Safe dealer backlog reached $3.9M in 2026 (historical high)
- +4 more outcomes
Companies that use American Rebel Holdings
Customer profileNamed customers13 records
Segments4 records
Ideal customer profiles4 records
American Rebel Holdings technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
AI capability2 records
Feature3 records
American Rebel Holdings partnerships and signals
Strategic signalPartnerships
15 partnerships are on record, tiered flagship, core, strategic and minor.
- Kindig-It Design (Dave Kindig)flagshipChampion Safe Company collaborated with custom automotive designer Dave Kindig and his team at Kindig-It Design (Bitchin' Rides TV show) to create a line of ultra-premium custom safes combining high-security protection with automotive-inspired design. Targets collectors, automotive enthusiasts, and premium safe buyers seeking American-made products with distinctive visual impact. Partnership originated from NHRA race discussions and on-site facility visits.
- Tony Stewart Racing (TSR)coreMulti-year sponsorship with Tony Stewart Racing backing Top Fuel driver Leah Pruett (comeback), four-time NHRA champion Matt Hagan (Funny Car), and Pro Stock Motorcycle rider John Hall. American Rebel serves as primary sponsor of Leah Pruett's Top Fuel Dragster and secondary sponsor on Matt Hagan's Funny Car. Partnership provides national TV exposure through NHRA broadcasts on FOX and drives retail distribution conversations.
- Gulf Distributing Holdings, LLCcoreStatewide distribution agreement for American Rebel Light Beer across Alabama, leveraging Gulf Distributing's 50-year legacy as a MillerCoors-aligned house with integrated network serving grocery, convenience, and on-premise channels statewide. Positions brand for rapid retail penetration in Alabama's five-million-resident market ahead of the 250th Anniversary Patriot Pack launch.
- Wil Fischer DistributingcoreExclusive distribution agreement for American Rebel Light Beer across Missouri's south-central, southeast, and northwest regions reaching approximately 900,000 residents. Wil Fischer is a 50-year Anheuser-Busch veteran that grew from 211,000 cases in 1966 to 5 million cases annually by 2021. Includes planned brand activation at the 9,000-seat Black Oak Amphitheater in Spring 2026.
- Tri-Eagle SalescoreStrategic distribution agreement covering a 16-county territory in North and North Central Florida. Tri-Eagle manages logistics, cold-box execution, and event-level activation, including serving as the Official Beer of the 2026 AMALIE Motor Oil NHRA Gatornationals at Gainesville Raceway (March 5–8). Builds on existing North Florida Sales partnership.
- Working DistributorscoreStrategic distribution partnership with family-owned Anheuser-Busch wholesaler to expand American Rebel Light Beer across five Southwestern Indiana counties: Knox, Warrick, Posey, Gibson, and Vanderburgh. Working Distributors, founded in 1965, brings modern warehouse facilities and six-day-a-week delivery. Marks the company's second Indiana distributor following Zink Distributing.
- Ace DistributingcoreFifth Pennsylvania distributor and third top-tier PA distributor, granting access to 11 South Central Pennsylvania counties and a network of over 1,400 retail accounts. Ace Distributing is a 75-year-old family-owned beer wholesaler based in Wrightsville, PA.
- Banko Beverage CompanycoreDistribution partnership serving the Greater Lehigh Valley and Eastern Pennsylvania. Banko Beverage is a MillerCoors network wholesaler. Fourth top-tier Pennsylvania distributor and seventh new wholesaler signed in less than a month following the 2025 NBWA Annual Convention.
- Mid-State Beverage CompanycoreDistribution partnership launching American Rebel Light Beer across 12 counties in central and northern Pennsylvania. Mid-State is a family-owned Molson Coors network wholesaler founded in 1970 with over 500 brands in its portfolio and six-day-a-week delivery infrastructure. Third top-tier PA distributor and fourth new wholesaler in under three weeks.
- Commercial Distributing CompanycoreDistribution partnership for American Rebel Light Beer across Western Massachusetts. Commercial Distributing is a third-generation family-owned beer wholesaler founded in 1935, servicing over 1,500 accounts across four counties from its 97,500 sq. ft. temperature-controlled facility. On-premise launch in December 2025, off-premise in Q1 2026.
- Muller DistributingcoreDistribution partnership launching American Rebel Light Beer in Philadelphia and Eastern Pennsylvania. Muller Distributing is a tier-one family-owned beverage wholesaler covering six counties with 90+ delivery vehicles and nearly 50 sales representatives, representing 400+ brands and moving approximately 8 million cases annually. On-premise launch in December 2025, off-premise in Q1 2026.
- Wilson McGinleycoreFirst Pennsylvania market entry through Pittsburgh-based beverage distributor partnership. Initial focus on on-premise channel (bars and restaurants) before expanding to off-premise retail through the holiday season. First of what would become five Pennsylvania distributors.
- RAEK Data, LLCstrategicAmerican Rebel made a $1.5 million strategic investment in RAEK Data, acquiring a stake in the first-party data and identity resolution company. RAEK's EchoID platform manages millions of consumer records and converts anonymous website visitors into marketable, compliant customer profiles. American Rebel previously used RAEK's technology to attract new customers and convert them into brand loyalists through targeted campaigns.
- Schmitty's Herbal Snuff and PouchesminorAmerican Rebel acquired a 19% minority investment in Schmitty's Herbal Snuff and Pouches, a tobacco- and nicotine-free smokeless product company. Focus is on expanding retail distribution and exploring licensing to leverage the American Patriot Brand and tap into the $10 billion U.S. smokeless market.
- City Brewing Company / Associated Brewing CompanycoreMaster Brewing Agreement for American Rebel Light Beer with Associated Brewing Company / City Brewing Company in La Crosse, Wisconsin. Beer is brewed under contract brewing arrangement as American Rebel does not own brewing facilities.
Scale indicators10 records
Recent moves8 records
Expansion highlights5 records
American Rebel Holdings competitors and assessment
Company assessmentDirect peers
- Liberty Safe: Liberty Safe is the largest American-made gun safe manufacturer, directly competing with Champion Safe in fire-rated, high-security safes sold through firearms dealers, sporting goods retailers, and direct channels. Both brands target the same firearms-owner and 2A customer base with overlapping product lines (gun safes, vault doors).
- Fort Knox Safe: Fort Knox Safe is a direct competitor in the American-made gun safe market, offering comparable fire-rated, UL-listed safes with similar premium positioning and dealer-driven distribution. Both companies emphasize American manufacturing, security features, and customization for firearms collectors.
- American Security Products (AMSEC): AMSEC is a broad-line safe and vault manufacturer with both consumer gun safes and commercial-grade products, offering direct competition to Champion Safe's Challenger, Trophy, and Medalist series. Both players serve independent safe dealers, sporting goods stores, and specialty retail channels.
- Cannon Safe: Cannon Safe is a competing gun safe manufacturer with a broad product portfolio (including heritage and premium lines) sold through Big-box retailers, sporting goods chains, and independent dealers. Comparable to Champion Safe in product breadth and dealer-driven distribution.
Emerging players
- Yuengling: Yuengling is America's oldest brewery and a heritage/patriotic beer brand, comparable to American Rebel Light Beer in its Americana positioning, regional distribution focus, and appeal to traditional, working-class, and patriotic consumers. Both brands leverage heritage identity and ties to American values as core marketing.
- Vaultek Safe: Vaultek is an emerging player in the smart/biometric safe category with direct-to-consumer focus, competing with Champion Safe for tech-forward and concealed-carry customers. Both target the personal security and home defense segment.
- Lone River Beverage Company: Lone River is an emerging lifestyle beverage brand (Ranch Water) that, like American Rebel Light Beer, combines a strong cultural/identity brand position with rapid distribution expansion through major wholesalers. Comparable in scale and strategic playbook as a newer lifestyle brand pursuing off-premise and on-premise growth.
Broad incumbents
- Anheuser-Busch Companies: Anheuser-Busch is the dominant U.S. beer brewer whose Budweiser brand is the iconic patriotic American beer. American Rebel Light Beer is distributed through Anheuser-Busch-aligned wholesalers and competes for the same patriotic consumer occasions.
- Molson Coors Beverage Company: Molson Coors is a major U.S. beer brewer whose portfolio (Coors Light, Miller Lite) competes in the light lager segment targeted by American Rebel Light Beer. The company is also a strategic distributor network anchor via Molson Coors-aligned wholesalers.
- Constellation Brands: Constellation Brands is a major alcoholic beverage company with a large beer portfolio (Corona, Modelo) and meaningful U.S. beer distribution. Represents the scale and competitive benchmark American Rebel Light Beer is attempting to challenge in off-premise retail.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat3 records
Key risks7 records
Key highlights7 records
Customer concentration
American Rebel Holdings social profiles
Digital presenceAmerican Rebel Holdings financial estimates
Financial estimateRevenue estimate
Valuation estimate
American Rebel Holdings leadership team
Management profileNumber of profiles
Profiles4 records
American Rebel Holdings subsidiaries and ownership
Company hierarchySubsidiaries5 records
American Rebel Holdings funding detail
Funding detailFunding overview
Funding rounds4 records
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
American Rebel Holdings M&A and investment
M&A and investmentM&A1 record
Investments2 records
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about American Rebel Holdings
What does American Rebel Holdings do?
American Rebel Holdings operates two core businesses: (1) Champion Safe Company, which manufactures and sells American-made safes, vault doors, and security products through independent dealers and a flagship retail store, and (2) American Rebel Light Beer, a patriotic-themed premium light lager contract-brewed in Wisconsin and distributed through regional wholesalers and on-premise venues. The company also sells branded merchandise (hats, shirts, CCW backpacks) and concealed carry gear.
Is American Rebel Holdings a public or private company?
American Rebel Holdings is a public company. It is classified as public and is currently operating.
When was American Rebel Holdings founded?
American Rebel Holdings was founded in 2014. It employs 51 to 100 people.
Where is American Rebel Holdings based?
American Rebel Holdings is headquartered in Brentwood, United States, in the North America region.
How does American Rebel Holdings make money?
Three revenue lines are on record. Safe and Security Product Sales are the primary driver. The others are american Rebel Light Beer Sales and private Placements and Debt Financing.
Who are American Rebel Holdings's main competitors?
Direct peers on record are Liberty Safe, Fort Knox Safe, American Security Products (AMSEC) and Cannon Safe. Emerging players are Yuengling, Vaultek Safe and Lone River Beverage Company. Broad incumbents are Anheuser-Busch Companies, Molson Coors Beverage Company and Constellation Brands.
Does American Rebel Holdings have an API?
No public API is recorded for American Rebel Holdings.
What industry is American Rebel Holdings in?
American Rebel Holdings's product category is Consumer Products (Safes and Premium Beer). Its primary akta.pro industry code is CRAMAKAI, Firearm Storage & Safety Retail (Safes, Cases, Locks), with a secondary code of CRANAAAC, Craft Beer Retail & Bottle Shops (Off-Premise). Its NAICS code is 424810 and its SIC code is 5180.