American Rebel Holdings, Inc. (NASDAQ: AREB) announced a new distribution partnership with Lawrence Distributing Company (LDC) in Danville, Virginia, expanding the reach of its American Rebel Light Beer in the state. The deal adds LDC’s two climate‑controlled warehouses and its network of over 1,000 customers, covering an estimated 375,000‑person population in Southside and south‑central Virginia.
The partnership is part of the company’s “distribution‑first” strategy, which it has pursued aggressively after reporting a 27% decline in revenue and a $5.23 million net loss for the third quarter of 2025. Safes accounted for 90% of revenue in that quarter, while beverages represented only 5%, underscoring the modest size of the beer business relative to the legacy safe line.
Despite the company’s financial headwinds, the new deal is viewed as a key growth lever. CEO Andy Ross said the expanded network will accelerate shelf placement, cold‑box execution, and tap‑system support, helping the brand gain retail velocity in a highly competitive light‑beer market. Ross also noted that the partnership aligns with the company’s broader diversification strategy away from its legacy safe business.
The Q3 2025 filing disclosed a working‑capital deficit of $17.65 million and an accumulated deficit of $93.51 million, raising a “going‑concern” uncertainty. The company’s reverse stock split in October 2025 was a compliance measure, but the partnership with LDC is intended to generate incremental revenue and improve cash flow in the near term.
Analysts have noted that while the distribution expansion is a positive step, the company’s overall financial health remains fragile. The beverage segment’s contribution to total revenue is still small, and the company must continue to manage costs and scale its distribution network to achieve profitability.
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