Launching REBEL in Lebanon — Market Entry Done Right

Introducing REBEL to a New Frontier

REBEL, the globally recognized nicotine pouch brand, made its debut in Lebanon in 2025 through a strategic partnership powered by EPI Holding. Owned by Tobacco International Inc. — a multinational tobacco company known for its premium U.S.-sourced products and world-class manufacturing standards — REBEL entered the Lebanese market with strong global backing and regional momentum across the GCC and MENA region.

But its launch marked more than a product debut — it was a bold move for the entire nicotine alternatives category.

While nicotine pouches have begun gaining traction as reduced-risk products, Lebanon’s market posed unique challenges: perception gaps, limited consumer education, and fragmented access points across trade, retail, and healthcare channels. Succeeding would require more than visibility — it would demand strategy, alignment, and a fully integrated go-to-market ecosystem.

Challenges on the Ground

REBEL’s market entry came with five core challenges:

Existing but Emerging Category
The nicotine pouch market was not new, but still very small. Competing products had set early precedents, but consumer trust and widespread adoption were far from achieved.
Low Category Awareness
Many consumers held inaccurate assumptions about nicotine pouches — either misunderstanding the use case or failing to see them as credible alternatives to traditional smoking.
Sales Education Gaps
From trade marketers to pharmacy representatives, many frontliners lacked proper training on how to communicate REBEL’s value propositions and selling points.
Market Penetration Pressures
Despite being a popular product across the U.S. and MENA region, REBEL was virtually unknown locally. Establishing credibility fast was critical.
Channel Strategy
Identifying and securing the right marketing and distribution channels would determine how effectively REBEL could scale — from pharmacies and general trade stores to key accounts and quick commerce.

The EPI Ecosystem Approach

What enabled REBEL to cut through these challenges was its launch under EPI Holding’s partnership framework — a multi-entity ecosystem designed for exactly this kind of entry. Here’s how each arm played a strategic role:

1. Wholesale Foundation

Ezzeddine Plus, Lebanon’s leading tobacco wholesaler and EPI’s cornerstone entity, ensured wide B2B access, leveraging its existing license portfolio and unmatched market coverage.

2. General Trade Penetration

Distribution & More managed point-of-sale exposure and trade marketing — from in-store presence to direct field execution — shaping REBEL’s physical footprint across high-volume retail outlets.

3. Retail Rollout & Consumer Access

Puffzone, EPI’s dedicated retail network with 14 branches nationwide, offered immediate exposure to curious consumers. Early indicators showed high engagement, consistent inquiries, and promising sales performance.

4. Pharmaceutical Distribution Support

With REBEL’s potential as a cessation-support product, a professional pharmaceutical distributor was onboarded. This channel, handled by a trained sales team, ensured the product entered Class A pharmacies, with credibility and compliance.

5. Events & Activations

Xposure, EPI’s event agency, took charge of on-ground visibility through experiential marketing, driving trial and engagement with new users in target locations.

6. Digital Advertising & Social Media Reach

Threesixty, EPI’s digital marketing agency, executed the online strategy through social media campaigns, influencer collaborations, and targeted paid ads. By placing REBEL on consumer screens — from Instagram reels to in-feed ads — brand awareness expanded well beyond traditional retail.

The GM Advantage: Expanding Beyond the EPI Network

A unique success factor was the appointment of Mr. Samir Safa as Operations Lead for Lebanon and Regional markets — a seasoned expert in tobacco and distribution industry. His extensive experience and strong ties to EPI Holding and the market added strong momentum to the launch, allowing for smoother onboarding, smarter channel alignment, and accelerated operations.

Early Wins: 90 Days In

In under one quarter, the results were tangible:

Pharmaceutical Distribution: 25% of the pharmacy target reached in A-class locations
Key Accounts: 55% of activation target accomplished
General Trade (Class A): 80% of target stores reached and stocked
Social Media Engagement: Brand visibility and content engagement up 3x in 60 days across Meta platforms
Retail Momentum: Strong uptake across Puffzone’s retail footprint, with continuous consumer curiosity and upselling opportunities.
POS Activation Feedback: Real-time insight from brand events and shelf performance helped optimize messaging.

What’s Next

The next phase of REBEL’s growth will include:

Expanded presence in pharmaceutical retail chains
Rollout of window displays and in-store branding
Increase in experiential activations and trade events
Tapping into lower trade once demand maturity is observed

All of this is being executed while maintaining full compliance with category restrictions — from tobacco regulation to consumer education guidelines.

The Power Of Partnering With EPI Holding

REBEL’s successful launch is more than a product story — it’s proof of what happens when execution, strategy, and local intelligence come together. Under EPI Holding’s framework, REBEL found the ecosystem it needed: a wholesaler with reach, trade marketing experts, digital performance teams, and a leadership structure committed to success.

This is how global brands go local — and win.