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American Rebel gun safe brand expands into the beer industry

06 October 2023 By Jessica Mason

The designer gun safe and self defence brand American Rebel has moved into the drinks sector with the launch of American Rebel Beer.

The “light” American Rebel beer is due to be contract brewed by City Brewing Company which will also will provide co-packing and supply chain services to American Rebel.

City Brewing operates out of four facilities located in Wisconsin, Tennessee, Pennsylvania, and California and is capable of producing over 130 million cases per year.

To assist in the expansion, American Rebel has also partnered with BevSource, to bring the product to market. As part of the deal, BevSource, which is based in lMinnesota,has leveraged its network of ingredient suppliers and will provide the business with ingredient sourcing and services to support the development and production of the beer launch.

Speaking about the move, American Rebel CEO Andy Ross said: “American Rebel’s expansion into the beverage industry is a truly pivotal moment for our company. We have built a brand that is based on fundamental values which make American Rebel a household name.”

Ross explained: “We will begin the roll-out of our light beer on a regional basis in early 2024 and expect to scale nationally in 2025. As we look forward, we plan to launch additional products in the beverage category while continuing to build momentum across all our businesses to maximise long-term value for our shareholders.”

Describing the decision to create the beer, Ross described how the idea stemmed from a desire to provide its demographic with a beer that reflected their patriotism and values: “Our success in gaining market share with our legacy safe and personal security product businesses has enabled us to build a loyal customer base that we can continue to serve with additional lifestyle products and introduce America’s God-fearing, constitution-loving, national anthem singing, stand-your-ground beer.”

He revealed: “With over US$44 billion in sales for 2022, the US. beer market presents a massive opportunity for a new entrant to capture market share. We believe American Rebel is well positioned to capitalise on this opportunity. The current competitive landscape for domestic beers reflects shifting consumer trends and the need for a differentiated product that consumers can buy to express their values. Our strategy aims to fill that void with a product that embodies the spirit of freedom and independence, which has always been the heart and soul of our company. American Rebel is America’s patriotic brand.”

Dan Macri, EVP of business development at BevSource.said: “From my 20 plus years of experience, American Rebel has all the attributes to be one of BevSource’s highly successful and sustainable brands.”

Macri explained: “I see the brand power of American Rebel in the American Spirit space and it is the vision, passion, and success of the American Rebel management team led by Andy Ross that has us at BevSource convinced we found the right partner.”

Ross added: “Partnering with both the nation’s top beverage solutions company as well as the largest co-packer puts us in prime position to scale our beverage business quickly and efficiently. City Brewing’s facilities are highly modernised for beer production and have ample capacity that will enable us to immediately ramp up operations. Our partners have proven track records of successfully taking new beverage companies from concept to large scale production in an efficient manner. We are proud that they have chosen to partner with American Rebel Beer, and we look forward to working with their team to achieve our shared vision of success.”

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