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How a true great in the fishing industry is celebrating its centenary


A true great within the fishing tackle industry turns 100 this year and is set to celebrate with a host of activities and promotions.

Pure Fishing’s iconic brand, Abu Garcia – known throughout the world for its innovative and high quality rods and reels – will be observing its milestone anniversary by both looking to the future and paying homage to a legacy that spans continents.

Carl August Borgström founded AB Urfabriken (ABU) in 1921 near the Mörrum River in Svängsta, Sweden. The outbreak of World War II in Europe led to the company redirecting its skills to the development of precision fishing reels for anglers around the world. In 1984 it changed its name to Abu Garcia when it merged with US distributor. Over an illustrious history it has built a reputation for excellence with famed products that include the Ambassadeur, Record and Revo.

“The history of Abu Garcia is unique, but it all started with an unwavering commitment to building the best fishing equipment possible,” said Abu Garcia Senior Vice President of Marketing John Schlosser. “We are proud to be at the forefront of innovation, design and performance in the fishing world. Our commitment with every piece of equipment we produce is to make sure our gear continues to help anglers succeed for the next 100 years.”

He added that while celebrating a century of success, the brand has its eyes firmly fixed on the future, looking for ways to marry strength and performance throughout its products by envisioning what fishing will look like – and where it will take place – decades from now.

“Anticipating angler needs and harnessing the power of advanced materials and engineering practices, Abu Garcia continues to make rods stronger without sacrificing sensitivity with lines like the Veritas PLX. Its reels recover line faster, cast further and have smoother drag, as demonstrated by the Rocket range, while the pursuit of gear that is lighter and more durable never stops.

“It’s how Abu Garcia gives anglers what they need to fish to win, no matter whether they are fishing for fun or for a living.”

As well as special promotions for consumers, Schlosser said that Abu Garcia will be launching new and exciting product lines and delivering other anniversary-related activities that celebrate the sport of fishing, the company’s storied place in it and its vision for the future.

For more information about its 100th anniversary, click here

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