Anglers’ Choice Award signals return of North American favourite

Winning the consumer award at the world’s largest fishing tackle trade show represents a pivotal moment for one of North America’s best known tackle brands.

The success of Rhino for its combo in the Anglers’ Choice Award following this year’s ICAST marks a turning point in the fortunes of the historic brand, which became the first to win both the Anglers’ Choice and Best in Show accolades. Paul Bourcq, Senior Director of Marketing at brand owner Rather Outdoors, said that the combo’s performance makes it clear that Rhino is back. “We didn’t simply bring Rhino back for nostalgia – we did it to earn its place with today’s anglers.”

Chris Littau, VP of Zebco Brand, added: “The relaunch of this brand and bringing a heritage-rich marque like Rhino back to the industry is what anglers want and we think that this new product line is going to redefine what a fisherman should expect. The award is an incredible validation for the teams who have worked on it.

“We had a technological breakthrough in rod design/manufacturing and reel design that both yielded incredible increases in strength and durability. After about two years of development, we were able to create a rod that was much stronger, lighter and with higher performance than before and a smoother reel that would last longer.

“It was the perfect time to relaunch the brand. Anglers are tired of paying too much for products that don’t last. Rhino gives them durability they can trust, the performance they expect at a price they can afford.”

He continued: “The Rhino relaunch is about honouring our heritage while building for the future. Anglers expect the same legendary toughness that made Rhino a trusted name for generations, now paired with modern performance, thoughtful innovation and unwavering commitment to strength and durability.

“The award means so much to us. Our team spent two years working to develop this new technology, and having actual anglers vote for our product really means a lot to us. These rods and combos are built with such game-changing technology that we are really excited to get them into the hands of anglers.”

He added that the new Combo serves several purposes for Rhino.

• It reaffirms Rhino’s core promise of toughness and reliability that generations of anglers have come to expect;
• Introduces a new generation of anglers to the brand, creating an accessible entry-point for those who may be discovering Rhino for the first time;
• Modernises the Rhino offering with higher strength, updated features and performance.

Ken Eubanks, CEO of Rather Outdoors, added: “The Anglers’ Choice Award is voted for by fishermen. If you go back to the Best Combo and the Best in Show, these were recognised at ICAST by the media, retail partners and industry leaders. The Anglers’ Choice is the one that is actually voted on by consumers – the anglers themselves. So it is an incredible validation and honour to receive it from fishermen themselves.”