American Rebel Holdings, Inc. (NASDAQ: AREB) entered into a distribution agreement with Tri‑Eagle Sales, a leading beverage wholesaler in Florida, on January 28 2026. The partnership will extend American Rebel Light Beer’s availability to 16 counties in North and North‑Central Florida, covering key markets such as Gainesville, Tallahassee, Ocala, and Lake City. Tri‑Eagle will handle onsite logistics, cold‑box execution, and event‑level activation, leveraging its network of more than 2,400 retail accounts and temperature‑controlled warehouses to accelerate retail velocity and chain placements.
The deal is strategically significant for American Rebel, which has positioned Florida as a cornerstone state in its “Distributor‑First” growth strategy. By partnering with a wholesaler that also serves major Anheuser‑Busch InBev brands, the company gains access to a proven distribution infrastructure and established relationships with retailers and on‑premise venues. The expansion is expected to convert retailer interest into repeat sales, strengthen the brand’s presence in a high‑priority market, and support the company’s broader Southeast footprint.
Tri‑Eagle will also manage the brand’s activation at Gainesville Raceway, where American Rebel Light Beer will serve as the official beer for the 2026 NHRA Gatornationals, scheduled March 5‑8. The event provides a high‑visibility platform for the brand, aligning with the company’s patriotic positioning and offering a concentrated marketing opportunity that can drive both on‑premise and retail sales during the event’s peak attendance.
Despite the growth opportunity, American Rebel’s financial health remains a concern. The company reported a net loss of $17.6 million for FY 2024 and a gross margin of –2.32 percent, a 121.92 percent decline from the prior year. Stock price has fallen 95.59 percent year‑to‑date, prompting a 1‑for‑20 reverse split effective February 2 to meet exchange listing requirements. These metrics underscore the company’s ongoing challenges, even as it pursues new distribution channels.
Management has emphasized the importance of the Florida expansion while acknowledging headwinds. CEO Andy Ross stated that the partnership “strengthens our Florida foundation, supports chain expansions, and positions us to shine at high‑profile on‑premise accounts and events across the Southeast.” He also noted that the company remains focused on cost discipline and strategic investments to navigate a competitive beer market and sustain long‑term growth.
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