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Posted On: 11/21/2025 11:37:53 AM
Post# of 36930
$AREB American Rebel Holdings, Inc. (NASDAQ: AREB) Adds Muller Distributing to Launch American Rebel Light—America’s Patriotic Beer in Philadelphia and eastern Pennsylvania
https://www.globenewswire.com/news-release/20...vania.html
Top-tier distribution addition (Muller, Inc.) extends Pennsylvania momentum. On-Premises launch begins early December 2025, Off-Premises rollout follows in Q1 2026
NASHVILLE, TN , Nov. 21, 2025 (GLOBE NEWSWIRE) -- American Rebel Holdings, Inc. (NASDAQ: AREB), maker of American Rebel Light Beer—America’s Patriotic Beer, today announced a new distribution partnership with Muller Distributing (Philadelphia Beverage Wholesaler | Muller, Inc.), a tier‑one, multi‑generational beverage wholesaler serving the greater Philadelphia region. This is American Rebel’s first entry into eastern Pennsylvania and is another significant step in the company’s national expansion.
“This marks a significant milestone for American Rebel,” said Andy Ross, CEO of American Rebel Holdings. “Our expansion into Philadelphia is more than a market entry—it’s a strategic move that strengthens our national footprint and reinforces American Rebel Light Beer’s position as America’s Patriotic Beer. Philadelphia, the birthplace of American independence, represents the spirit of resilience and freedom that defines our company. Partnering with Muller allows us to accelerate growth with a team that shares our values of quality, community, and commitment to the American way of life. Rebel Up! Philadelphia! Put a can, of Rebel Light Beer, in your hand!”
Muller Distributing Accelerates American Rebel Light Beer Rollout with Immediate Route‑to‑Market Scale: From Tap Handles to Shelf Space, Six Counties, 90+ Trucks, 50 Reps
Immediate route‑to‑market scale. Muller is one of the region’s largest malt‑beverage distributors, representing 400+ brands from 40+ suppliers and moving ~8 million cases annually. Its six‑county footprint spans Philadelphia, Bucks, Montgomery, Delaware, Chester, and Berks, supported by 90+ delivery vehicles and nearly 50 dedicated sales representatives focused on high‑frequency coverage, merchandising, and in‑store execution. This gives American Rebel Light Beer the distribution muscle to win cold‑box space and resets efficiently across a dense, metro area.
Muller is a family‑owned and award‑winning wholesaler (including recognition as a Molson Coors distributor), Muller is known for building brands one tap handle and shelf at a time—exactly the kind of executional partner American Rebel prioritizes in core expansion markets.
Launch timing and channel focus:
On‑Premise (bars & restaurants): launching early December 2025 to seed trial and drive early velocity.
Off‑Premise (liquor & retail): targeted rollout in Q1 2026 to build visibility and momentum across Philadelphia and surrounding counties.
The American Rebel Beer Strategic Plan: Distribution‑First, Music and Motorsports Event‑Driven Growth
American Rebel Light Beer is executing a distribution‑first playbook in the $110B+ domestic premium lager category. The company is not stainless‑steel constrained; the model is all marketing, branding, exposure, and market growth supported by a simple, scalable supply chain (Alc Source + national co‑packing). Marketing spend is mapped to a clear conversion funnel—trial → velocity → distribution—with attention engines in motorsports (NHRA + TSR Nitro Racing) and music/sports events that translate into ACV expansion at retail.
Primary objective strategy in Pennsylvania: secure top‑tier distributors to power resets and cold‑box wins. With Wilson McGinley (Pittsburgh) already in place and Muller Distributing (Philadelphia) now added, American Rebel is positioned for a statewide on‑ and off‑premise build, with additional distribution partners expected to be added to the territory.
2026 plan: regional retail rollouts aligned to distributor footprints including targeting Giant Eagle in the Pennsylvania region; previously announced early chain wins—including Total Wine, Southeastern Grocers/Winn‑Dixie, and Kroger in the Southeast—validate shopper demand and set up repeatable case‑stack and display programs.
Pennsylvania Distribution Momentum for American Rebel Accelerates Post‑NBWA
Following the company’s breakout showing at the 2025 National Beer Wholesalers Association (NBWA) Annual Convention in Las Vegas, American Rebel engaged with 110+ distributors, generated 83 qualified follow‑ups, identified 65 high‑interest opportunities, and secured 16 on‑site verbal commitments opening nine new states for potential entry. Within 24 hours of show close, two distributors moved into formal contract negotiations—an indication of both the brand’s resonance and the strength of its premium light lager positioning.
https://www.globenewswire.com/news-release/20...vania.html
Top-tier distribution addition (Muller, Inc.) extends Pennsylvania momentum. On-Premises launch begins early December 2025, Off-Premises rollout follows in Q1 2026
NASHVILLE, TN , Nov. 21, 2025 (GLOBE NEWSWIRE) -- American Rebel Holdings, Inc. (NASDAQ: AREB), maker of American Rebel Light Beer—America’s Patriotic Beer, today announced a new distribution partnership with Muller Distributing (Philadelphia Beverage Wholesaler | Muller, Inc.), a tier‑one, multi‑generational beverage wholesaler serving the greater Philadelphia region. This is American Rebel’s first entry into eastern Pennsylvania and is another significant step in the company’s national expansion.
“This marks a significant milestone for American Rebel,” said Andy Ross, CEO of American Rebel Holdings. “Our expansion into Philadelphia is more than a market entry—it’s a strategic move that strengthens our national footprint and reinforces American Rebel Light Beer’s position as America’s Patriotic Beer. Philadelphia, the birthplace of American independence, represents the spirit of resilience and freedom that defines our company. Partnering with Muller allows us to accelerate growth with a team that shares our values of quality, community, and commitment to the American way of life. Rebel Up! Philadelphia! Put a can, of Rebel Light Beer, in your hand!”
Muller Distributing Accelerates American Rebel Light Beer Rollout with Immediate Route‑to‑Market Scale: From Tap Handles to Shelf Space, Six Counties, 90+ Trucks, 50 Reps
Immediate route‑to‑market scale. Muller is one of the region’s largest malt‑beverage distributors, representing 400+ brands from 40+ suppliers and moving ~8 million cases annually. Its six‑county footprint spans Philadelphia, Bucks, Montgomery, Delaware, Chester, and Berks, supported by 90+ delivery vehicles and nearly 50 dedicated sales representatives focused on high‑frequency coverage, merchandising, and in‑store execution. This gives American Rebel Light Beer the distribution muscle to win cold‑box space and resets efficiently across a dense, metro area.
Muller is a family‑owned and award‑winning wholesaler (including recognition as a Molson Coors distributor), Muller is known for building brands one tap handle and shelf at a time—exactly the kind of executional partner American Rebel prioritizes in core expansion markets.
Launch timing and channel focus:
On‑Premise (bars & restaurants): launching early December 2025 to seed trial and drive early velocity.
Off‑Premise (liquor & retail): targeted rollout in Q1 2026 to build visibility and momentum across Philadelphia and surrounding counties.
The American Rebel Beer Strategic Plan: Distribution‑First, Music and Motorsports Event‑Driven Growth
American Rebel Light Beer is executing a distribution‑first playbook in the $110B+ domestic premium lager category. The company is not stainless‑steel constrained; the model is all marketing, branding, exposure, and market growth supported by a simple, scalable supply chain (Alc Source + national co‑packing). Marketing spend is mapped to a clear conversion funnel—trial → velocity → distribution—with attention engines in motorsports (NHRA + TSR Nitro Racing) and music/sports events that translate into ACV expansion at retail.
Primary objective strategy in Pennsylvania: secure top‑tier distributors to power resets and cold‑box wins. With Wilson McGinley (Pittsburgh) already in place and Muller Distributing (Philadelphia) now added, American Rebel is positioned for a statewide on‑ and off‑premise build, with additional distribution partners expected to be added to the territory.
2026 plan: regional retail rollouts aligned to distributor footprints including targeting Giant Eagle in the Pennsylvania region; previously announced early chain wins—including Total Wine, Southeastern Grocers/Winn‑Dixie, and Kroger in the Southeast—validate shopper demand and set up repeatable case‑stack and display programs.
Pennsylvania Distribution Momentum for American Rebel Accelerates Post‑NBWA
Following the company’s breakout showing at the 2025 National Beer Wholesalers Association (NBWA) Annual Convention in Las Vegas, American Rebel engaged with 110+ distributors, generated 83 qualified follow‑ups, identified 65 high‑interest opportunities, and secured 16 on‑site verbal commitments opening nine new states for potential entry. Within 24 hours of show close, two distributors moved into formal contract negotiations—an indication of both the brand’s resonance and the strength of its premium light lager positioning.
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