American Rebel Holdings, Inc. (NASDAQ: AREB) announced a new distribution agreement with Jefferson Distributing, a West Virginia‑based wholesaler founded in 1960. The deal, signed on February 10 2026, will place American Rebel Light Beer in Jefferson, Morgan and Berkeley counties, covering independent retailers, regional chains and on‑premise accounts in the Eastern Panhandle.
Jefferson Distributing manages nearly 400 accounts and delivers close to one million cases annually, holding more than 65 % of the West Virginia beer market. The partnership gives American Rebel its first footprint in the state, adding a new geographic market to the beer division’s growing national presence and expanding the brand into 18 states under its “Distributor‑First” strategy.
Management emphasized the strategic fit of the partnership: “West Virginia is a values market – hard work, pride in community, and love of country – and that lines up with who we are. Jefferson is a top‑tier Anheuser‑Busch network wholesaler with the routes, relationships, and execution discipline that make brands matter in the cooler.” “This is exactly what we look for as we build density and fill in our footprint. We’re not chasing headlines – we’re building availability, repeat purchase, and real shelf presence, market by market.” “2026 is the year we turn distribution momentum into retail velocity at scale—and the way we do that is by stacking our network with high‑execution, community‑embedded distributors who win at the account level every single day.”
The beverage segment accounted for only 3.5 % of American Rebel’s revenue in Q2 2025, while the legacy safe and personal security business dominates the company’s top line. The company has faced declining sales, rising costs, and increased competition in that legacy segment, and has defaulted on a credit facility and is facing a lawsuit. The distribution expansion is intended to generate revenue and help offset these financial pressures.
Investors reacted cautiously, focusing on the company’s ongoing financial challenges. While the expansion is a positive operational milestone, it may not fully offset the broader headwinds from the legacy business.
The deal marks a significant step in American Rebel’s strategy to grow its beer division and diversify revenue, but the company remains under pressure from its legacy business.
The content on EveryTicker is for informational purposes only and should not be construed as financial or investment advice. We are not financial advisors. Consult with a qualified professional before making any investment decisions. Any actions you take based on information from this site are solely at your own risk.