Core Points - American Rebel Holdings, Inc. is sponsoring the 2025 Salute to Service: Patriot Crawl event in Nashville on Veterans Day, November 11, 2025, to honor veterans with live music and community celebrations [1][5][8] - The event will feature American Rebel Light Beer, which is marketed as a patriotic beer for all Americans, not just veterans, emphasizing its all-natural premium light lager qualities [2][11] - The Patriot Crawl supports Label 22, a nonprofit organization aimed at empowering military service members through music and mentorship [7] Company Overview - American Rebel Holdings, Inc. has evolved from a designer and marketer of branded safes to a diversified patriotic lifestyle company, including offerings in beer, apparel, and accessories [12] - The company launched American Rebel Light Beer in April 2024 and has since expanded its distribution to 16 states, focusing on premium light lager [14] Product Details - American Rebel Light Beer is described as a premium domestic light lager with approximately 100 calories, 3.2 grams of carbohydrates, and 4.3% alcohol per 12 oz serving, brewed without corn, rice, or added sweeteners [13] - The beer is positioned as "America's Patriotic Beer," appealing to consumers who value patriotism and support for veterans [2][11] Event Details - The Patriot Crawl will take place across seven iconic venues in Nashville from 1:00 PM to 5:00 PM, featuring rotating artist performances and opportunities for attendees to purchase wristbands for drink specials and VIP experiences [8][10] - VIP experiences include rooftop access, complimentary refreshments, and meet-and-greet opportunities with featured performers [10]

Acquisitions and Investments - The company acquired a 19.01% ownership interest in Schmitty's for approximately $1.99 million, enhancing its position in the $10 billion smokeless market [251]. - The company has entered into a Membership Interest Purchase Agreement with RAEK Data, LLC, issuing 200,000 shares valued at $1,500,000 to acquire a minority interest [253]. - The company has agreed to pay $14.1 million for the purchase of all ownership interests in 218 3rd Avenue, Nashville, with payments structured over twelve months [254]. Product Development and Market Expansion - The company plans to introduce additional products throughout 2025, including wall safes and an economy safe line to compete with imported products [249]. - The company is exploring opportunities in the $110+ billion beer industry with its American Rebel Light Lager, with current distribution agreements in Kansas, Tennessee, Ohio, and Connecticut [243]. - The company has designed a safe specifically for the cannabis industry, targeting dispensary operators, growers, and processors as a new growth market for its products [263]. - The company established American Rebel Beverages, LLC as a wholly-owned subsidiary to hold alcohol licenses and conduct operations for its beer business, launching American Rebel Light Beer regionally in 2024 [261]. Financial Performance - For the three months ended September 30, 2025, the company reported revenues of $1,877,518, a decrease of $460,268 (or 20%) compared to $2,337,786 for the same period in 2024 [266]. - The cost of goods sold for the three months ended September 30, 2025 was $2,075,288, down $760,475 (or 27%) from $2,835,763 in the prior year [266]. - The net loss for the three months ended September 30, 2025 was $5,230,027, resulting in a loss per share of $(32.44), compared to a net loss of $1,747,957 and a loss per share of $(3,032.24) for the same period in 2024 [275]. - Total operating expenses for the three months ended September 30, 2025 were $3,482,401, an increase of $2,939,706 compared to $542,695 for the same period in 2024 [267]. - For the nine months ended September 30, 2025, revenues were $7,231,439, a decrease of $2,405,577 (or 25%) from $9,637,016 in the same period in 2024 [276]. - The gross margin for the nine months ended September 30, 2025 was $59,911, down $314,090 (or 84%) compared to $374,001 for the same period in 2024 [276]. - For the nine months ended September 30, 2025, the company incurred a net loss of $28,427,026, resulting in a loss per share of $(113.30), compared to a net loss of $9,702,239 and a loss per share of $(6,664.86) for the same period in 2024 [286]. Expenses and Financial Challenges - Marketing and brand development expenses for the nine months ended September 30, 2025 were $2,406,274, an increase of $1,217,055 (or 102%) compared to $1,189,219 for the same period in 2024 [281]. - Administrative and other expenses increased by $1,073,633 (or 32%) to $4,397,199 for the nine months ended September 30, 2025, primarily due to increased professional fees [282]. - Interest expense decreased by $645,000 to $1,483,357 for the nine months ended September 30, 2025, compared to $2,128,357 for the same period in 2024 [284]. - The company reported a loss on debt extinguishment of $13,531,557 for the nine months ended September 30, 2025, significantly higher than the loss of $312,505 for the same period in 2024 [285]. - Working capital deficit increased by $8,709,796, from $(8,940,228) at December 31, 2024, to $(17,650,023) at September 30, 2025, due to increased expenses and slowing sales [287]. - The company reduced anticipated cash outflows by $27.7 million through the issuance of common stock for the settlement of outstanding debt and payables during the nine months ended September 30, 2025 [288]. - The company expects to incur additional losses during the fiscal year ending December 31, 2025, primarily due to increased investments in inventory, manufacturing capacity, and marketing expenses [265]. Strategic Focus and Brand Development - The company is committed to producing safes constructed primarily of U.S.-made steel, emphasizing safety, quality, and reliability [237]. - The company emphasizes the importance of gun safes for responsible gun ownership, particularly in light of potential legal requirements for safe storage [247]. - The company aims to create a brand community around American values, leveraging the public persona of its CEO, Andy Ross [241]. - The company is focused on enhancing product quality and affordability to drive demand and support its distribution channels [238]. - The company expects to continue significant investments in capital expenditures, marketing, and operational expenditures to support product launches and business growth [289]. - The company may seek additional funding through equity or debt offerings, which could be dilutive to existing stockholders [291].

Core Insights - Champion Safe Company highlights Hyatt Coin Shop's impressive 30% year-over-year sales growth through Q3 2025, showcasing the strength of family-owned businesses built on trust and long-term customer relationships [1][2][3] Company Overview - Champion Safe Company, a subsidiary of American Rebel Holdings, has been a leader in high-security safe manufacturing for over 25 years, utilizing 100% American-made high-strength steel and offering a lifetime warranty on their products [5][6] - Hyatt Coin Shop, established in 1959 and led by third-generation owner Mitchell Hyatt, has maintained a strong legacy and continues to thrive under the guidance of the Hyatt family [2][4] Partnership and Performance - The partnership between Champion Safe and Hyatt Coin Shop has been fruitful, with Mitch Hyatt emphasizing Champion's commitment to real security and the quality of their safes, which has contributed to their sales success [3][4] - Hyatt Coin Shop features a showroom with over 30 safes on display and more than 100 in stock, providing customers with the opportunity to compare models and receive expert guidance [4]

As filed with the Securities and Exchange Commission on September 8, 2025. Registration No. 333-290119 UNITED STATES SECURITIES AND EXCHANGE COMMISSION Washington, DC 20549 (Amendment No. 2) To FORM S-1 REGISTRATION STATEMENT UNDER THE SECURITIES ACT OF 1933 AMERICAN REBEL HOLDINGS, INC. (Exact name of registrant as specified in its charter) | Nevada | 7372 | 47-3892903 | | --- | --- | --- | | (State or Other Jurisdiction of | (Primary Standard Industrial | (I.R.S. Employer | | Incorporation or Organization ...

Core Insights - American Rebel Holdings, Inc. is launching its American Rebel Light Beer in 16oz cans at two prominent Kroger locations in Tennessee, marking a significant step in the brand's retail strategy [1][2][8] - The launches coincide with Veterans Day, emphasizing the brand's connection to the military community and patriotic values [2][3] Launch Details - The grand opening at Kroger Store 580 in Clarksville, TN, is set for November 5, 2025, followed by the reopening of Kroger Store 502 in downtown Nashville on November 12, 2025 [1][12] - The Clarksville event will feature the American Rebel Light Beer Tour Bus, offering promotional activities and community engagement [4][12] Strategic Importance - The choice of locations in Clarksville and Nashville is strategic, targeting high-traffic areas with a strong military presence and patriotic consumer base [2][8] - CEO Andy Ross highlighted that these launches signal the brand's commitment to scaling purposefully and connecting with its target audience [7][8] Product Features - American Rebel Light Beer is positioned as a premium domestic light lager, with approximately 100 calories, 3.2g carbs, and 4.3% ABV per 12oz serving, brewed without corn, rice, or added sweeteners [11] - The introduction of 16oz cans is aimed at meeting consumer demand for convenient packaging suitable for social gatherings [9][11]

Core Insights - American Rebel Holdings, Inc. celebrates the victory of Matt Hagan at the 25th Annual Dodge NHRA Nevada Nationals, highlighting the brand's visibility and growth in the beer market [1][3][10] - The partnership with Tony Stewart Racing (TSR) is positioned to convert racing fans into lifelong customers through strategic marketing and brand exposure [2][11] Company Performance - American Rebel Light Beer is recognized as America's fastest-growing beer, with significant brand visibility during the NHRA events [1][19] - The company has expanded its distribution network, aiming for near-national coverage by the latter half of 2026, with several high-profile retailers already engaged [14][15] Marketing Strategy - The alignment with motorsports, particularly through the NHRA, is designed to enhance brand recognition and drive retail sales, leveraging the passion of racing fans [11][12] - On-site engagement at racing events and retail tie-ins are crucial for converting fans from spectators to repeat buyers [11][12] Future Outlook - The company plans to continue its momentum into 2026 with ongoing sponsorships in motorsports, which are expected to enhance household penetration and brand advocacy [11][12] - The partnership with John Hall, a successful racer and distributor, is anticipated to further strengthen the brand's market presence [11][12]

Core Insights - American Rebel Holdings, Inc. is leveraging its partnership with NHRA to enhance brand visibility and customer loyalty through motorsports sponsorships [1][4][12] - The company positions American Rebel Light Beer as a patriotic lifestyle brand that resonates with NHRA fans, emphasizing shared values and community [5][9][19] - The beer is marketed as a premium light lager with specific nutritional attributes, including approximately 100 calories, 3.2g of carbs, and 4.3% ABV per 12 oz serving [9][19] Company Overview - American Rebel Holdings, Inc. is based in Nashville and was founded in 2014, focusing on lifestyle products including safes and personal security solutions, with the recent addition of American Rebel Light Beer [16][18] - The company aims to expand its retail presence and e-commerce platform while building partnerships across various consumer categories [16] Marketing Strategy - The NHRA events serve as a platform for American Rebel to connect with its target audience, transforming race-day excitement into brand loyalty and repeat purchases [2][4][12] - The brand's messaging emphasizes its alignment with American values, appealing to a demographic that is hands-on and loyal to brands that support their beliefs [5][6] Product Details - American Rebel Light Beer is described as all-natural, brewed without corn, rice, or added sweeteners, and is designed for a clean, crisp refreshment experience [9][19] - The beer is currently distributed across 15 states, with plans for further expansion as the fanbase grows [9][18] Competitive Positioning - The partnership with NHRA is seen as a strategic move to enhance brand visibility and drive sales, with the potential to convert motorsports fans into lifelong customers [4][12] - The company highlights the unique attributes of its beer, differentiating it from mass-produced options in the market [19]

Core Insights - Champion Safe Company highlights the strong performance of Dickson Sportsman Store, which achieved a 26% year-over-year sales growth, demonstrating the viability of family-owned businesses in the competitive retail landscape [1][2][4] Company Overview - Champion Safe Company, a subsidiary of American Rebel Holdings, has been a leader in high-security safe manufacturing for over 25 years, utilizing 100% American-made high-strength steel and offering a lifetime warranty on their products [5] - American Rebel Holdings has diversified its offerings beyond safes to include branded apparel and beverages, such as American Rebel Light Beer, positioning itself as a patriotic lifestyle brand [6] Retail Performance - Dickson Sportsman Store, established in 1976, is recognized as a cornerstone of the Middle Tennessee outdoor community, emphasizing customer service that rivals larger retail chains [2][4] - The store's long-standing partnership with Champion Safe has contributed to its reputation as a trusted dealer in the Southeast, providing a wide selection of safes and outdoor gear [3][4] Leadership Commentary - Rick Dysinger, owner of Dickson Sportsman Store, emphasizes the value and quality of Champion Safes, stating that they are easy to sell due to their inherent quality [3] - Tom Mihalek, CEO of Champion Safe, commends Dickson Sportsman Store for its consistent customer service and successful business model [4]

Core Insights - American Rebel Holdings, Inc. has made a strategic investment of $1.5 million in RAEK Data, LLC, which recently acquired FirstPartyData.com, aiming to enhance data-driven growth and customer loyalty [1][2][26] - The acquisition aligns with RAEK's mission to build a first-party data engine for the AI economy, emphasizing the importance of data ownership and accuracy for businesses [2][4][15] Company Strategy - American Rebel's investment in RAEK is part of a broader strategy to leverage data for marketing and customer engagement, moving away from reliance on third-party platforms [3][10] - The partnership is expected to amplify American Rebel's brand story and enhance its ability to convert customer interest into long-term loyalty and shareholder value [3][21] RAEK's Technology and Market Position - RAEK's EchoID technology allows for real-time identity resolution, transforming anonymous website visitors into actionable profiles, which enhances marketing efficiency and customer relationships [6][10][16] - The acquisition of FirstPartyData.com expands RAEK's first-party data ecosystem, positioning it as a leading provider in a market shifting towards privacy-compliant data strategies [4][14][15] Industry Trends - The marketing landscape is evolving away from third-party cookies towards owned data strategies, with RAEK providing solutions that help brands maintain visibility and control over their audiences [9][10] - As consumer privacy standards tighten, RAEK's focus on first-party data is seen as a critical advantage for brands looking to build lasting customer relationships [11][15] Future Outlook - RAEK aims to support brands in navigating the challenges posed by privacy regulations and rising digital advertising costs, positioning itself as a key player in the AI-driven economy [9][15][21] - The strategic acquisition is expected to drive significant growth for RAEK, enhancing its capabilities in delivering structured, permissioned data that is essential for effective AI applications [8][15][26]

Core Insights - Several companies have experienced significant stock price declines due to various underlying factors affecting their performance [1] Company Summaries - **American Rebel Holdings, Inc. (AREB)**: The stock price dropped to $2.50, a decrease of approximately 33.55%. This decline may be linked to market reactions regarding its financial health or operational updates. However, its subsidiary, Champion Safe Company, reported a remarkable 112% year-to-date growth from 2024 to 2025 for Cross Creek Outdoor Supplies [2][8] - **MultiSensor AI Holdings, Inc. (MSAIW)**: The stock price decreased by 33.62%, settling at $0.06. The company's focus on industrial applications has not protected it from volatility in the technology sector, contributing to its recent price movement [3][8] - **Picard Medical, Inc. (PMI)**: The stock price fell by 69.35% to $4.04. This drastic change may be associated with shifts in investor confidence or recent developments within the company, including a new U.S. patent for its fully implantable artificial heart technology [4][8] - **Wheeler Real Estate Investment Trust, Inc. (WHLRL)**: The stock price saw a significant reduction of 35.71%, bringing it down to $90.01. Challenges in the real estate sector, possibly influenced by economic conditions or company-specific news, may have contributed to this decline [5] - **WORK Medical Technology Group Ltd. (WOK)**: The stock price decreased by 32.82% to $2.88. The company's exposure to international markets and dynamics in the healthcare sector could be influencing factors. WORK Medical announced a strategic investment in Neologics Bioscience Inc., acquiring a 10% stake, indicating its interest in integrating artificial intelligence with medicine [6]