American Rebel Holdings, Inc. (NASDAQ: AREB) Adds Muller Distributing to Launch American Rebel Light—America’s Patriotic Beer in Philadelphia and eastern Pennsylvania
American Rebel Holdings (NASDAQ: AREB) announced a distribution partnership with Muller Distributing to launch American Rebel Light across Philadelphia and eastern Pennsylvania.
Muller provides immediate route‑to‑market scale: a six‑county footprint, 90+ delivery vehicles, nearly 50 sales reps, and moves ~8 million cases annually. On‑premise rollout begins early December 2025, with off‑premise expansion targeted for Q1 2026. The move follows NBWA momentum where American Rebel engaged 110+ distributors and secured 16 verbal commitments, supporting the company’s distribution‑first growth plan and planned regional retail rollouts.
American Rebel Holdings (NASDAQ: AREB) ha annunciato una partnership di distribuzione con Muller Distributing per lanciare American Rebel Light a Filadelfia e nell'est della Pennsylvania.
Muller offre una scala immediata al go-to-market: una footprint di sei contee, oltre 90 veicoli di consegna, quasi 50 rappresentanti di vendita e muove circa 8 milioni di casse all'anno. Il rollout in loco inizia all'inizio di dicembre 2025, con l'espansione off-premise prevista per il primo trimestre del 2026. La mossa segue lo slancio NBWA, in cui American Rebel ha coinvolto oltre 110 distributori e assicurato 16 impegni verbali, a sostegno del piano di crescita basato sulla distribuzione e dei previsiti rollout regionali al dettaglio.
American Rebel Holdings (NASDAQ: AREB) anunció una asociación de distribución con Muller Distributing para lanzar American Rebel Light en Filadelfia y el este de Pensilvania.
Muller ofrece escala inmediata de canal de venta: una huella de seis condados, más de 90 vehículos de entrega, casi 50 representantes de ventas y mueve ~8 millones de cajas al año. El despliegue en locales comienza a principios de diciembre de 2025, con la expansión fuera de local prevista para el primer trimestre de 2026. El movimiento sigue al impulso de NBWA, donde American Rebel ha trabajado con más de 110 distribuidores y asegurado 16 compromisos verbales, respaldando el plan de crecimiento centrado en la distribución de la compañía y los despliegues minoristas regionales planificados.
American Rebel Holdings (NASDAQ: AREB)은 Muller Distributing과의 유통 파트너십을 발표하고 American Rebel Light를 필라델피아 및 펜실베이니아 동부 전역에 출시합니다.
Muller는 즉시 시장 진입 규모를 제공합니다: 6개 카운티의 footprint, 90대 이상의 배송 차량, 거의 50명의 영업사원, 연간 약 800만 상자 규모의 물량. 매장 내 롤아웃은 2025년 12월 초에 시작되며, 매장 외 확장은 2026년 1분기를 목표로 합니다. 이 움직임은 NBWA 모멘텀에 따라 American Rebel이 110개 이상의 유통사와 16건의 구두 약속을 확보해 회사의 유통 우선 성장 계획과 계획된 지역 소매 롤아웃을 지원합니다.
American Rebel Holdings (NASDAQ: AREB) a annoncé un partenariat de distribution avec Muller Distributing pour lancer American Rebel Light à Philadelphie et dans l’est de la Pennsylvanie.
Muller offre une échelle immédiate de mise sur le marché: une empreinte couvrant six comtés, plus de 90 véhicules de livraison, près de 50 représentants commerciaux, et environ 8 millions de caisses déplacées par an. Le déploiement en magasin commence début décembre 2025, avec une expansion hors magasin visée pour le premier trimestre 2026. Cette initiative suit l’élan NBWA, American Rebel ayant engagé plus de 110 distributeurs et obtenu 16 engagements verbaux, soutenant le plan de croissance axé sur la distribution et les déploiements de détail régionaux prévus.
American Rebel Holdings (NASDAQ: AREB) hat eine Vertriebskooperation mit Muller Distributing angekündigt, um American Rebel Light in Philadelphia und dem östlichen Pennsylvania zu lancieren.
Muller bietet sofortige Markteinführungskapazität: eine Abdeckung von sechs Grafschaften, mehr als 90 Lieferfahrzeuge, fast 50 Vertriebsmitarbeiter und bewegt jährlich ca. 8 Millionen Kisten. Die Einführung vor Ort beginnt Anfang Dezember 2025, mit einer Erweiterung außerhalb des Standorts, die für Q1 2026 angestrebt wird. Die Maßnahme folgt der NBWA-Dynamik, bei der American Rebel mit über 110 Distributoren zusammenarbeitete und 16 mündliche Verpflichtungen sicherstellte, was den wachstumsorientierten Vertriebsplan des Unternehmens und die geplanten regionalen Einzelhandelsrollouts unterstützt.
American Rebel Holdings (NASDAQ: AREB) أعلنت عن شراكة توزيع مع Muller Distributing لإطلاق American Rebel Light عبر فيلادلفيا وشرق بنسلفانيا.
توفر Muller نطاق وصول للسوق فوريًا: تغطية بست مقاطعات، وأكثر من 90 مركبة توصيل، وما يقرب من 50 ممثل مبيعات، وتتحرك نحو 8 ملايين صندوق سنويًا. سيبدأ طرح في المتاجر في أوائل ديسمبر 2025، مع توسيع خارج المتجر المستهدف لـ الربع الأول من 2026. تأتي هذه الخطوة في أعقاب زخم NBWA حيث تواصلت American Rebel مع أكثر من 110 موزعين وذكرت 16 تعهدًا شفهيًا، دعمًا لخطة النمو المعتمدة على التوزيع والطرح الإقليمي المتوقع للبيع بالتجزئة.
- Six‑county footprint covering Philadelphia and surrounding counties
- 90+ delivery vehicles and nearly 50 sales reps for high‑frequency coverage
- Muller moves approximately 8 million cases annually
- On‑premise launch scheduled for early December 2025 and off‑premise in Q1 2026
- NBWA engagement: 110+ distributors contacted and 16 verbal commitments
- None.
Insights
Distribution partnership with Muller gives immediate Pennsylvania scale and clear near-term retail activation.
American Rebel gains meaningful route-to-market reach via a tier-one wholesaler covering six counties with 90+ delivery vehicles and nearly 50 sales reps, plus Muller’s existing placement experience with 400+ brands and ~8 million cases moved annually. The on-premise launch in
Execution risks hinge on converting distributor muscle into sustained retail velocity; immediate metrics to watch include on-premise trial velocity after the
Top-tier distribution addition (Muller, Inc.) extends Pennsylvania momentum. On-Premises launch begins early December 2025, Off-Premises rollout follows in Q1 2026
NASHVILLE, TN , Nov. 21, 2025 (GLOBE NEWSWIRE) -- American Rebel Holdings, Inc. (NASDAQ: AREB), maker of American Rebel Light Beer—America’s Patriotic Beer, today announced a new distribution partnership with Muller Distributing (Philadelphia Beverage Wholesaler | Muller, Inc.), a tier‑one, multi‑generational beverage wholesaler serving the greater Philadelphia region. This is American Rebel’s first entry into eastern Pennsylvania and is another significant step in the company’s national expansion.
“This marks a significant milestone for American Rebel,” said Andy Ross, CEO of American Rebel Holdings. “Our expansion into Philadelphia is more than a market entry—it’s a strategic move that strengthens our national footprint and reinforces American Rebel Light Beer’s position as America’s Patriotic Beer. Philadelphia, the birthplace of American independence, represents the spirit of resilience and freedom that defines our company. Partnering with Muller allows us to accelerate growth with a team that shares our values of quality, community, and commitment to the American way of life. Rebel Up! Philadelphia! Put a can, of Rebel Light Beer, in your hand!”
Muller Distributing Accelerates American Rebel Light Beer Rollout with Immediate Route‑to‑Market Scale: From Tap Handles to Shelf Space, Six Counties, 90+ Trucks, 50 Reps
Immediate route‑to‑market scale. Muller is one of the region’s largest malt‑beverage distributors, representing 400+ brands from 40+ suppliers and moving ~8 million cases annually. Its six‑county footprint spans Philadelphia, Bucks, Montgomery, Delaware, Chester, and Berks, supported by 90+ delivery vehicles and nearly 50 dedicated sales representatives focused on high‑frequency coverage, merchandising, and in‑store execution. This gives American Rebel Light Beer the distribution muscle to win cold‑box space and resets efficiently across a dense, metro area.
Muller is a family‑owned and award‑winning wholesaler (including recognition as a Molson Coors distributor), Muller is known for building brands one tap handle and shelf at a time—exactly the kind of executional partner American Rebel prioritizes in core expansion markets.
Launch timing and channel focus:
- On‑Premise (bars & restaurants): launching early December 2025 to seed trial and drive early velocity.
- Off‑Premise (liquor & retail): targeted rollout in Q1 2026 to build visibility and momentum across Philadelphia and surrounding counties.
The American Rebel Beer Strategic Plan: Distribution‑First, Music and Motorsports Event‑Driven Growth
American Rebel Light Beer is executing a distribution‑first playbook in the
Primary objective strategy in Pennsylvania: secure top‑tier distributors to power resets and cold‑box wins. With Wilson McGinley (Pittsburgh) already in place and Muller Distributing (Philadelphia) now added, American Rebel is positioned for a statewide on‑ and off‑premise build, with additional distribution partners expected to be added to the territory.
2026 plan: regional retail rollouts aligned to distributor footprints including targeting Giant Eagle in the Pennsylvania region; previously announced early chain wins—including Total Wine, Southeastern Grocers/Winn‑Dixie, and Kroger in the Southeast—validate shopper demand and set up repeatable case‑stack and display programs.
Pennsylvania Distribution Momentum for American Rebel Accelerates Post‑NBWA
Following the company’s breakout showing at the 2025 National Beer Wholesalers Association (NBWA) Annual Convention in Las Vegas, American Rebel engaged with 110+ distributors, generated 83 qualified follow‑ups, identified 65 high‑interest opportunities, and secured 16 on‑site verbal commitments opening nine new states for potential entry. Within 24 hours of show close, two distributors moved into formal contract negotiations—an indication of both the brand’s resonance and the strength of its premium light lager positioning.
“We’re seeing incredible momentum across Pennsylvania,” said Todd Porter, President of American Rebel Beverage. “From Pittsburgh to Philadelphia, distributors are stepping up to carry a beer that reflects the values of their customers—freedom, loyalty, and a deep connection to American heritage. Muller is a perfect example of what we look for in a partner: trusted, respected, and ready to build and support a great business and a great tasting product with American Rebel Light Beer.”
What Retailers Can Expect (Philadelphia & Surrounding Counties)
High‑frequency coverage & execution: Muller’s sales force and fleet enable frequent calls, merchandising support, and rapid display activation.
Event‑to‑store conversion: Motorsports and live‑event promotions (NHRA/TSR Nitro) are designed to drive trial that translates into rate‑of‑sale and repeat in your cold box and on your floor.
Programmatic support: Seasonal display calendars, case‑stack programs, and reset support timed to the Q1 2026 off‑premise build.
About Muller Distributing (Muller, Inc.)
Muller, Inc. is a multi‑generational, family‑owned beverage wholesaler headquartered in Northeast Philadelphia and a cornerstone of the local beverage industry for more than four decades. Serving licensed retailers across Bucks, Berks, Chester, Delaware, Montgomery, and Philadelphia counties, Muller represents 400+ brands from 40+ suppliers, supports 200+ employees, and delivers approximately 8 million cases annually, ranking among the largest distributors in the Philadelphia area. The company combines the portfolio depth of a major wholesaler with highly personalized service, online ordering, and straightforward invoicing for both on‑ and off‑premise customers.
About American Rebel Light Beer
American Rebel Light is a Premium Domestic Light Lager—crisp, clean, all‑natural, and bold—with approximately 100 calories, 3.2g carbs, and
About American Rebel Holdings, Inc. (NASDAQ: AREB)
American Rebel began as a designer and marketer of branded safes and personal security products and has grown into a diversified patriotic lifestyle company with offerings in beer, safes, apparel, and accessories. With American Rebel Light Beer, the company is now making waves in the beverage space. Investor Relations: americanrebelbeer.com/investor‑relations.
Media & Business Development
Media:
Monica Brennan
Monica@NewtoTheStreet.com
Distribution Opportunities:
Todd Porter
President, American Rebel Beverage
tporter@americanrebelbeer.com
Investor Relations
ir@americanrebel.com
Forward‑Looking Statements
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 that legislation and is including this cautionary statement in connection therewith. Forward-looking statements in this press release include, but are not limited to, statements regarding: (i) our expectations relating to the addition of Muller Distributing in the greater Philadelphia region and our broader distribution strategy in Pennsylvania; (ii) the anticipated timing, scope, and success of our on-premise and off-premise launches in Philadelphia and surrounding counties; (iii) our ability to finalize distribution agreements with additional Pennsylvania wholesalers, including those currently in contract negotiations; (iv) our plans and expectations regarding authorizations, resets, display activity, and sales performance with regional and national chain retailers, including potential authorizations with Giant Eagle in the Pennsylvania region and previously announced or potential authorizations with Total Wine, Southeastern Grocers/Winn-Dixie, Kroger and other chain accounts; (v) our expectations regarding consumer demand, rate-of-sale, repeat purchases, and related case volume; and (vi) our broader national expansion, event-driven marketing strategy, and the impact of our sponsorships and promotional activities on future sales and distribution.
Words such as “forecasts,” “believe,” “may,” “estimate,” “continue,” “anticipate,” “intend,” “should,” “plan,” “could,” “target,” “potential,” “is likely,” “expect” and similar expressions are intended to identify such forward-looking statements. We have based these forward-looking statements primarily on our current expectations and projections about future events and trends that we believe may affect our business, strategy, operations, financial condition, and results of operations.
Important factors that could cause actual results to differ materially from those expressed or implied by the forward-looking statements include, among others: our ability to successfully execute our distribution-first strategy; the performance of our distributor partners, including Muller Distributing and any additional Pennsylvania distributors we may sign; our ability to secure and maintain chain retail authorizations, resets, and display activity at expected levels or at all; the pace at which distributor and retailer commitments convert into sustained consumer demand and case volume; the success, cost, and availability of promotional activities and event sponsorships; competitive products and pricing; general economic and industry conditions; and the Risk Factors contained in our filings with the Securities and Exchange Commission, including our Annual Report on Form 10-K for the year ended December 31, 2024, and our Quarterly Report on Form 10-Q for the three months ended June 30, 2025.
You should not place undue reliance on these forward-looking statements, which speak only as of the date of this press release. We undertake no obligation to update or revise any forward-looking statements, whether as a result of new information, future events, or otherwise, except as required by law.
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FAQ
When will American Rebel Light (AREB) launch in Philadelphia on‑premise?
What is Muller Distributing’s scale for AREB distribution in eastern Pennsylvania?
When will American Rebel Light (AREB) be available off‑premise in Philadelphia?
How did the NBWA show affect American Rebel Holdings (AREB) distribution plans?
Which retail chains are targeted in American Rebel’s 2026 Pennsylvania plan?
