American Rebel Light Beer Powers NHRA Brainerd Nationals with ‘Battle for the Rebel Axe,’ Primary Sponsors - TSR Nitro, Minnesota Beer Launch, Andy Ross Live, and Rebel Segment planned for FOX TV Broadcast
American Rebel Holdings (NASDAQ: AREB) is set to make a significant brand presence at the Lucas Oil NHRA Nationals at Brainerd International Raceway. The company will showcase its American Rebel Light Beer and Champion Safe division through multiple activations including:
Key highlights include a strategic partnership with C&L Distributing to launch American Rebel Light Beer in Minnesota (their 13th state), title sponsorship of the "Battle for the Rebel Axe," and primary sponsorship of Tony Stewart Racing (TSR) vehicles. The event will feature CEO Andy Ross performing live, beer sampling stations, and a Champion Safe showcase with a special giveaway benefiting Camp Confidence.
The brand activation will be featured in a special segment on the FOX national broadcast, marking a significant marketing milestone for the company's expansion strategy.
American Rebel Holdings (NASDAQ: AREB) sarà protagonista al Lucas Oil NHRA Nationals presso il Brainerd International Raceway. L'azienda presenterà la sua American Rebel Light Beer e la divisione Champion Safe attraverso diverse attivazioni, tra cui:
I punti chiave comprendono una partnership strategica con C&L Distributing per il lancio di American Rebel Light Beer in Minnesota (il loro 13º stato), la sponsorship del titolo del "Battle for the Rebel Axe" e la sponsorizzazione principale dei veicoli di Tony Stewart Racing (TSR). L'evento vedrà l'esibizione dal vivo del CEO Andy Ross, postazioni di degustazione della birra e un'area Champion Safe con un omaggio speciale a favore di Camp Confidence.
L'attivazione del marchio sarà inclusa in un segmento speciale nella trasmissione nazionale di FOX, segnando una tappa importante nella strategia di espansione dell'azienda.
American Rebel Holdings (NASDAQ: AREB) tendrá una presencia destacada en los Lucas Oil NHRA Nationals en Brainerd International Raceway. La compañía promoverá su American Rebel Light Beer y la división Champion Safe mediante múltiples activaciones, incluyendo:
Los puntos clave incluyen una asociación estratégica con C&L Distributing para lanzar American Rebel Light Beer en Minnesota (su 13.º estado), el patrocinio principal del "Battle for the Rebel Axe" y el patrocinio primario de los vehículos de Tony Stewart Racing (TSR). El evento contará con una actuación en vivo del CEO Andy Ross, estaciones de degustación de cerveza y una exhibición de Champion Safe con un sorteo especial en beneficio de Camp Confidence.
La activación de la marca se mostrará en un segmento especial en la emisión nacional de FOX, marcando un hito importante en la estrategia de expansión de la empresa.
American Rebel Holdings (NASDAQ: AREB)가 브레이너드 인터내셔널 레이스웨이에서 열리는 Lucas Oil NHRA Nationals에 의미 있는 브랜드 참여를 합니다. 회사는 American Rebel Light Beer와 Champion Safe 부문을 다음과 같은 다양한 활동으로 선보일 예정입니다:
주요 내용으로는 American Rebel Light Beer를 미네소타(13번째 주)에 출시하기 위한 C&L Distributing와의 전략적 파트너십, "Battle for the Rebel Axe"의 타이틀 스폰서십, 그리고 Tony Stewart Racing (TSR) 차량의 주 스폰서십이 포함됩니다. 행사에서는 CEO 앤디 로스의 라이브 공연, 맥주 시음 스테이션, Camp Confidence를 위한 특별 경품이 있는 Champion Safe 전시가 진행됩니다.
브랜드 활성화는 FOX 전국 방송의 특별 코너에 소개되어 회사의 확장 전략에 있어 중요한 마케팅 이정표가 될 것입니다.
American Rebel Holdings (NASDAQ: AREB) s'apprête à marquer fortement sa présence de marque aux Lucas Oil NHRA Nationals au Brainerd International Raceway. La société mettra en avant sa American Rebel Light Beer et sa division Champion Safe à travers plusieurs activations, notamment :
Les points forts incluent un partenariat stratégique avec C&L Distributing pour lancer American Rebel Light Beer dans le Minnesota (leur 13e État), le parrainage-titre du "Battle for the Rebel Axe" et le parrainage principal des véhicules de Tony Stewart Racing (TSR). L'événement proposera une performance live du CEO Andy Ross, des stands de dégustation de bière et une vitrine Champion Safe avec un cadeau spécial au profit de Camp Confidence.
L'activation de la marque sera diffusée dans un segment spécial lors de la retransmission nationale de FOX, constituant une étape importante dans la stratégie d'expansion de l'entreprise.
American Rebel Holdings (NASDAQ: AREB) wird beim Lucas Oil NHRA Nationals auf dem Brainerd International Raceway eine bedeutende Markenpräsenz zeigen. Das Unternehmen präsentiert sein American Rebel Light Beer und die Champion Safe-Sparte durch mehrere Aktionen, darunter:
Zu den Highlights zählen eine strategische Partnerschaft mit C&L Distributing zur Einführung von American Rebel Light Beer in Minnesota (dem 13. Bundesstaat), das Titelsponsoring des "Battle for the Rebel Axe" sowie das Hauptsponsoring der Fahrzeuge von Tony Stewart Racing (TSR). Die Veranstaltung umfasst einen Live-Auftritt des CEO Andy Ross, Bierverkostungsstationen und eine Champion Safe-Präsentation mit einer Sonderverlosung zugunsten von Camp Confidence.
Die Markenaktivierung wird in einem speziellen Beitrag in der landesweiten FOX-Ausstrahlung gezeigt und markiert einen wichtigen Meilenstein in der Expansionsstrategie des Unternehmens.
- Strategic expansion into Minnesota market through C&L Distributing partnership, reaching over 2,600 retailers across 35 counties
- Secured special segment feature on FOX national broadcast for brand exposure
- Multi-platform brand activation combining beer, safes, and motorsports
- Partnership with Tony Stewart Racing featuring branded vehicles
- Limited current distribution footprint (only in 13 states)
- Heavy reliance on event-based marketing for brand growth
American Rebel Holdings Inc. (NASDAQ: AREB), American Rebel Light Beer, and Champion Safe Galvanize Fan Engagement, Launch Minnesota Beer Expansion, and Deepen Relationship with the NHRA at Brainerd Nationals
Nashville, TN, Aug. 15, 2025 (GLOBE NEWSWIRE) -- American Rebel Holdings, Inc. (NASDAQ: AREB) (www.americanrebel.com), the embodiment of patriotic lifestyle and innovation, is set to dominate the Lucas Oil NHRA Nationals at Brainerd International Raceway with an electrifying brand activation. The American Rebel brand is on fire, and it’s about to get hotter this weekend as America’s fastest-growing patriotic beer, American Rebel Light Beer (www.americanrebelbeer.com), alongside its Champion Safe division, seizes this premier motorsports event to forge lifelong connections with fans, launch a strategic partnership with C&L Distributing in Minnesota, and solidify its position as the ultimate choice for freedom-loving consumers.
American Rebel Brings High-Octane Patriotism and America’s Fastest-Growing Beer to NHRA Brainerd Nationals, Filming a Special FOX Segment
This weekend, American Rebel is set to make a powerful statement at the NHRA Brainerd Nationals, bringing a unique blend of high-octane patriotism and cutting-edge products to the track. The brand is fueling the excitement with American Rebel Light Beer, which has rapidly become America’s fastest-growing beer, alongside its premium lineup of American-made safes and lifestyle products. The event will be amplified by a special, exclusive segment filmed for the national FOX telecast, offering a look at the passion and connection between American Rebel and the NHRA fans.
A High-Octane “Rebel” Fan Experience: Galvanizing Enthusiasm into Lifelong Brand Loyalty
The NHRA Brainerd Nationals, one of the crown jewels of the motorsports season, is the perfect stage for American Rebel to engage its core audience. With a bold strategy to transform racing fans into lifelong customers, American Rebel is delivering an immersive experience that blends heart-pounding entertainment, premium products, and unapologetic patriotism:
Andy Ross Rocks the Zoo: On Friday night, American Rebel CEO and patriotic rocker Andy Ross will take the stage in the Zoo, Brainerd’s iconic fan zone, delivering a high-energy performance that galvanizes the crowd with patriotic fervor. Ross’s music, infused with the brand’s rebellious spirit, will rally fans to “Rebel Up” and embrace the American Rebel lifestyle.
Friday, August 15, 2025 @ 10:00 p.m. - Andy Ross Concert (The Zoo Band Shell)
American Rebel Light Beer Sampling and Sales: Throughout the weekend, fans will savor the crisp, all-natural taste of American Rebel Light Beer, a premium domestic light lager brewed without corn, rice, or artificial sweeteners. At approximately 100 calories and
Champion Safe Showcase and Giveaway: American Rebel’s Champion Safe division, in partnership with Lakes Area Safe & Vault (thatsafeguy.org), will showcase premium American-made safes trackside. Fans can explore these secure lifestyle products and participate in a special product giveaway featuring the American Rebel Patriot Safe, with all proceeds benefiting Camp Confidence (campconfidence.com), a Brainerd nonprofit supporting children with special needs.
Title Sponsorship of the “Battle for the Rebel Axe”: As the proud title sponsor of this thrilling NHRA competition, American Rebel is front and center, amplifying its brand through one of the weekend’s most exciting showdowns.
Tony Stewart Racing Roars with American Rebel Pride: Both Tony Stewart Racing (TSR) entries—Matt Hagan’s Funny Car and Tony Stewart’s Top Fuel Dragster—will blaze down the track in bold, badass American Rebel Light Beer paint schemes. These fan-favorite designs embody the brand’s unapologetic style and fierce commitment to excellence, captivating fans with every heart-pounding run.
“The American Rebel team is fired up to be here in Brainerd!” said Andy Ross, CEO of American Rebel Holdings, Inc. “We’re looking forward to connecting with our fans all weekend long, rallying behind our drivers Tony and Matt, and sharing plenty of American Rebel Light—the nation’s fastest-growing beer. We’re also thrilled that the NHRA and FOX are planning to film a special segment for the national FOX telecast. It’s going to be packed with high-octane entertainment, and we can’t wait for you all to see it. Wherever you are, let’s Rebel Up!”
Strategic Minnesota American Rebel Beer Launch with C&L Distributing
American Rebel Light Beer’s Minnesota debut is powered by a transformative partnership with C&L Distributing, central Minnesota’s premier beer distributor serving over 2,600 retailers across 35 counties. This collaboration marks American Rebel’s 13th state in its rapidly expanding distribution footprint, bringing its premium light lager to bars, restaurants, and retail shelves throughout the region.
“C&L shares our commitment to excellence, our passion and patriotism for this great country, and most of all, they love great beer like American Rebel Light,” said Todd Porter, President of American Rebel Beverage. “This partnership ensures American Rebel Light Beer reaches Minnesota’s heartland with precision, turning this NHRA weekend into a launchpad for long-term growth and customer loyalty.”
Motorsports: The Heartbeat of American Rebel’s Brand Strategy
American Rebel’s deep-rooted connection to motorsports is a cornerstone of its brand identity. By aligning with the NHRA and Tony Stewart Racing, the company engages directly with a passionate, freedom-loving audience that embodies its core American values. The recent multi-year contract extension between TSR Nitro and multi-year Funny Car World Champion Matt Hagan underscores this commitment, and American Rebel is planning to be a part of it for years to come.
“Tony Stewart, Matt Hagan, Leah Pruett, and the entire TSR Nitro team are true American Rebels—embodying the determination, passion, and pride that define our brand,” said Andy Ross. “With our branding on both TSR cars, we’re not just sponsoring a race—we’re fueling an accelerated introduction to a lifestyle brand that is resonating with fans across the country.”
Champion Safe and American Rebel Safe: Securing the American Way
Beyond beer, American Rebel’s Champion Safe division reinforces the brand’s commitment to a secure, patriotic lifestyle. The trackside display with Lakes Area Safe & Vault showcases American-made safes built for strength and durability, aligning with the brand’s mission to protect what matters most.
“I’m thrilled to be on-site in Brainerd supporting our Minnesota dealer, Lakes Area Safe & Vault, and showcasing our premium American-made safes,” said Tom Mihalek, industry veteran and CEO of Champion Safe. “This event is a powerful opportunity to connect with fans and demonstrate the strength and quality that define American Rebel’s secure lifestyle products, including our top-tier American Rebel and Champion Safe products.”
The product giveaway for the American Rebel Patriot Safe not only engages fans but also supports Camp Confidence, demonstrating American Rebel’s dedication to community impact.
From Brainerd to the Nation: The American Rebel Movement Accelerates
With Minnesota now part of its growing footprint and two additional state launches planned, American Rebel Light Beer is on track to become America’s #1 domestic light lager. Every can poured, every safe showcased, and every race won is a step toward redefining the patriotic lifestyle category.
“Our goal is to create lifelong customers by delivering authentic experiences and premium products that our patriotic consumers want,” said Andy Ross, CEO of American Rebel Holdings, Inc. “Minnesota racing fans, it’s time to Rebel Up!”
About American Rebel Holdings, Inc. (NASDAQ: AREB)
American Rebel began as a designer and marketer of branded safes and personal security products and has since grown into a diversified patriotic lifestyle company with offerings in beer, branded safes, apparel, and accessories. With the introduction of American Rebel Light Beer, the company is now making waves in the beverage space. Learn more at American Rebel Beer
Watch the American Rebel Story as told by our CEO Andy Ross: The American Rebel Story
About American Rebel Light Beer
American Rebel Light is more than just a beer – it’s a celebration of freedom, passion, and quality. Brewed with care and precision, our light beer delivers a refreshing taste that’s perfect for every occasion. Since its launch in September 2024, American Rebel Light Beer has rolled out in Tennessee, Connecticut, Kansas, Kentucky, Ohio, Iowa, Missouri, North Carolina, Florida, Indiana, Virginia, Mississippi and now, Minnesota.
For more information about the launch events and the availability of American Rebel Beer, please visit American Rebel Beer or follow us on social media platforms @AmericanRebelBeer.
Rebel Light is a Premium Domestic Light Lager Beer – all-natural, crisp, clean and bold with a lighter feel. At approximately 100 calories, 3.2 carbohydrates, and
About Champion Safe Company
For over 25 years, Champion Safe Company has led the industry in manufacturing high-security safes known for superior craftsmanship, fire protection, and reliability. Champion safes are trusted by homeowners, gun owners, and businesses nationwide. Learn more at championsafe.com
Media Inquiries
Matt Sheldon
Matt@Precisionpr.co
917-280-7329
American Rebel Light Beer Distribution Opportunities
Todd Porter
President, American Rebel Beverages
tporter@americanrebelbeer.com
Champion Safe Business Development Opportunities
Scott Colagrossi
Business Development Manger, Champion Safe Co.
scott.colagrossi@championsafe.com
Investor Relations
ir@americanrebelbeer.com
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 benefits of our continued sponsorship of high profile events, success and availability of the promotional activities, 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, 2024 and our Quarterly Report on Form 10-Q for the three months ended June 30, 2025. 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.
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