American Rebel Holdings Reports 13% Revenue Decline and $18.14 Million Net Loss for Q2 2025

American Rebel Holdings, Inc. reported significant financial challenges in its latest 10-Q filing for the quarter ending June 30, 2025. The company recorded revenues of $2.84 million for the three months ended June 30, 2025, a decrease of 13% from $3.26 million in the same period last year. For the first half of 2025, revenues totaled $5.35 million, down 27% from $7.30 million in the prior year. The company also reported a net loss of $18.14 million for the quarter, compared to a loss of $5.25 million in the same quarter of 2024, marking a 245% increase in losses year-over-year. The accumulated deficit as of June 30, 2025, stood at $88.28 million, up from $65.09 million at the end of 2024.

The filing highlighted several operational changes and strategic developments. Notably, American Rebel launched its American Rebel Light Beer in 2024, expanding its product line into the beverage sector. The company also established American Rebel Beverages, LLC to manage its alcohol licenses and operations. Despite these efforts, the company faced increased operating expenses, totaling $4.17 million for the quarter, up from $3.98 million a year earlier. This increase was attributed to higher marketing and brand development costs, particularly related to the promotion of American Rebel Beer, as well as increased administrative expenses.

In terms of operational metrics, American Rebel's total current assets rose to $11.64 million as of June 30, 2025, compared to $6.33 million at the end of 2024. However, total liabilities also increased to $18.16 million, up from $17.64 million, resulting in a working capital deficit of $4.64 million. The company’s employee headcount and customer engagement metrics were not disclosed in the filing, but the company indicated ongoing efforts to expand its market presence and product offerings.

The filing also detailed the company's financial strategies, including reliance on debt financing and equity offerings to support operations. American Rebel has entered into various working capital loan agreements, with a total balance of $6.86 million as of June 30, 2025. The company is currently in a forbearance agreement with Bank of America due to a default on its line of credit, which has raised concerns about its ability to continue as a going concern. Management expressed uncertainty regarding future capital raises and the potential for significant dilution of existing shareholders.

Looking ahead, American Rebel Holdings anticipates continued challenges in achieving profitability, with plans to launch additional products and expand its market reach. The company aims to secure further funding to support its growth initiatives, although it acknowledges the risks associated with its current financial position and market conditions.