American Rebel(US:AREB) Globenewswire·2026-02-23 13:30Core Insights - American Rebel Holdings, Inc. has entered into a distribution agreement with Jefferson Distributing Company to expand its market presence in West Virginia, specifically in the Eastern Panhandle region [6][14][19] - The partnership aims to enhance the availability of American Rebel Light Beer, which is positioned as a premium domestic light lager celebrating American values [16][17][22] Distribution Agreement Details - The agreement was executed on February 10, 2026, and will introduce American Rebel's core SKUs, including 12oz 12-pack cans, 16oz 6-pack cans, and planned 24oz cans [6][14] - Jefferson Distributing will cover Jefferson, Morgan, and Berkeley counties, servicing independent retailers, regional chains, and on-premise accounts [6][12] - The targeted market rollout is planned for Spring 2026, pending production scheduling and state approvals [6][14] Jefferson Distributing Company Profile - Jefferson Distributing is an authorized Anheuser-Busch distributor with nearly 400 accounts and delivers close to 1 million cases annually, holding over 65% market share in its service area [9][21] - The company emphasizes employee training and operational excellence, including climate-controlled storage for reliable delivery [9][10] Market Strategy - The partnership is part of American Rebel's "Distributor-First" strategy, focusing on building density and shelf presence in new markets [7][12][23] - The Eastern Panhandle market is characterized by a mix of independent retailers, regional chains, and community events, which aligns with American Rebel's brand values [12][13] Product Positioning - American Rebel Light Beer is marketed as a "better-for-you" premium light lager with approximately 100 calories, 3.2g of carbohydrates, and 4.3% ABV per 12 oz serving [17][18] - The brand aims to resonate with consumers who value freedom and quality, reinforcing its patriotic messaging [16][22]