American Rebel Holdings, Inc. designs manufactures and markets branded safes personal security and self defense products. The company also creates branded apparel and accessories under the American Rebel name. Through a partnership with Associated Brewing it produces and sells American Rebel Light Beer. Additionally the firm pursues brand licensing opportunities to extend its reach.

Revenue comes primarily from the sale of safes security products and apparel accessories. Beer sales generate additional income as the company expands distribution of American Rebel Light Beer. The firm also expects future revenue from licensing fees when third parties use the American Rebel brand on their products.

In the safe market the company competes with established manufacturers such as Liberty Safe Fort Knox Security Products American Security Sturdy Safe Company Homeland Security Safes and SentrySafe. Its competitive advantage lies in using US made steel and manufacturing facilities in the United States and Mexico which appeals to customers seeking domestically produced products. In the beer segment American Rebel Light Beer faces large national brewers and craft breweries but differentiates itself with patriotic branding and an all natural ingredient profile. The firm leverages its brand identity distribution partnerships and focus on value added features to gain market share.

The company serves gun owners outdoor enthusiasts and individuals interested in personal security and self defense. Its beer products reach consumers in multiple states through online sales and retail partnerships. Retailers include specialty safe stores sporting goods outlets and online platforms such as Amazon. The firm also targets consumers who value patriotic branding and American made goods.