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‘Simply beautiful’ – reaction as latest Stella leads the way in first-ever EFTTEX Angler’s Choice Awards


Two industry giants dominated the first-ever EFTTEX Angler’s Choice Awards, a new platform for products in Europe launched by EFTTEX and marketed to anglers by Tacklestream.

Pure Fishing and Shimano each won two of the six categories in the awards, which were voted on by consumers from a shortlist of October’s EFTTEX Best New Product Awards winners. There was also a success for American Tackle and UK fly fishing brand Snowbee.

Shimano underlined its domination of the reels sector by winning the Carp and Feeder category with its Aero Technium Mgs and the Spinning and Baitcasting section with the Stella FK, each polling over 1,000 votes. Pure Fishing brands Berkley and Abu Garcia (for their joint-branded Advent Calendar) and PENN (Authority spinning reel) also completed a double.

Tim Bouwens, Marketing Team Lead (Fishing) at Shimano, told Angling International: “The fact that anglers across Europe have chosen our products as Angler’s Choice Awards winners is an absolute honour. Winning something voted for by anglers shows that our products deliver to their expectations and it pushes us to continue to create innovative products in the future.

“It is Shimano’s mission to promote health and happiness through the enjoyment of nature and the world around us. It is the global angling community that carries this sport and makes it so exciting. Enabling them to be able to connect with nature and enjoy the sport they love by using our products – and being recognised for it – is simply beautiful.

“Winning the Spinning and Baitcasting category with the Shimano Stella FK spinning reel was particularly pleasing. The Stella is our flagship model and throughout its history it has brought new technologies and features to the market. Recognition in the Angler’s Choice Awards is very much appreciated.”

American Tackle, a winner of awards at trade shows across the globe, took the General and Coarse award with its SRG (Shrink Ready Grip) System. Marketing Manager Kevin Landers said: “We are all super excited to win an Angler’s Choice Award. Not being an industry award shows increased recognition of the brand by anglers. More and more fishermen are recognising the components rather than the name on the rods.

“We were up against some really good opposition in the category and for a rod component system to come out on top in a sector containing rods and reels was amazing. A win for a rod component company is massive. It shows that anglers are not just buying the rod, but looking at what’s in it.”

Snowbee not only won the top fly fishing award with its Prestige GXS saltwater rod, but was also runner-up in the category with the Prestige GXS Switch rod. The company’s Simon Kidd said: “I was impressed by the virtual EFTTEX Awards last year, but was apprehensive about the Angler’s Choice Awards because – being a small UK company – we do not have the number of followers as the big boys in the industry. To come out on top in a public vote was really encouraging and rewarding for all the team here.

“I am not surprised by the success of the products, but the number of votes we achieved was flattering. We were very happy to win the EFFTEX trade award, but being recognised by consumers is the icing on the cake.“

Hungarian bait and tackle supplier Energofish was also among the honours, taking the runners-up spot in the Carp and Feeder category for its Carp Smoke Monofilament line. Its Product Development Manager, Sujkó Sándor, said: “Being voted for by anglers is real success as B2B awards are more than often judged by businessmen on packaging and product descriptions.

“It is always good to get feedback from the end user and that gives us ideas on to improve the product.”

The full list of winners:


Winner: Berkley / Abu Garcia Advent Calendar

Runner-up: Plano EDGE Flex storage boxes


Winner: Shimano Aero Technium MgS carp reel

Runner-up: Carp Expert Smoke Monofilament


Winner: Snowbee Prestige GXS saltwater rod

Runner-up: Snowbee Prestige GXS Switch Rod


Winner: American Tackle SRG (Shrink Ready Grip) System

Runner-up: Shakespeare SKP B1 rod


Winner: PENN Authority spinning reel

Runner-up: PENN Fathom II Lever Drag Reel


Winner: Shimano Stella FK spinning reel

Runner-up: LIVETARGET Ultimate Frog

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