American Rebel is a small lifestyle brand targeting consumers who identify with gun ownership, the 2nd Amendment, and conservative American values. The company's core business is designing and selling safes and personal security products through its Champion Safe subsidiary, acquired in 2022. Champion Safe manufactures premium safes and vault doors at a facility in Provo, Utah using U.S.-made steel, and produces mid- and value-tier safes in Nogales, Mexico. American Rebel also sells concealed carry backpacks and apparel featuring a proprietary pocket for firearm storage. Products reach customers through a dealer network of regional retailers and specialty firearms stores, as well as online via the company's website and Amazon. In 2024, American Rebel launched American Rebel Light Beer, a light lager brewed under a co-packing agreement with Associated Brewing, positioned as a patriotic alternative in the light beer market. The beer business is early-stage and not yet a meaningful revenue contributor. American Rebel's business model is primarily driven by safe unit volume and pricing across its tiered product lines. The beer business is fully outsourced to Associated Brewing, making American Rebel's role one of brand-building and distribution development. The company is also exploring brand licensing and has made minority investments in several adjacent businesses, though none are material contributors to revenue today.