Fishing Lure Wins Best of Show Award at the Largest Fishing Tackle Trade Show


In what some fishing industry insiders consider an upset, a fishing lure has actually won Best in Show at the world’s largest fishing tackle trade show, the International Sport Fishing Trades Convention. allied (ICAST).

The Berkley PowerBait Gilly, a bluegill-shaped soft plastic lure infused with the flavor of PowerBait, received the accolade on July 22, marking the first time a lure has won the show’s highest honor. More than 680 products were part of ICAST’s new product showcase which awards “top” honors in 30 distinct categories. Gilly won the freshwater soft bait category on July 21st.

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Berkley's PowerBait Gilly will be a new lure introduced this year at ICAST 2021 in Orlando from July 20-23.

How did a lure win Best in Show?

Usually, the prize is won by electronics manufacturers, paddlecraft builders, or rod and reel companies.

New Berkley PowerBait Gilly was inspired by Japanese bass fishing techniques studied by Berkley bass fishing tournament pro and New Jersey TV host Mike Iaconelli. Berkley’s bait scientists took Ike’s notes and put their own stamp on them, including infusing the bait with the famous PowerBait flavor that helps fish hold longer for better hooks.

Berkley Fishing executives John Schlosser, Jake Dawson and Aaron Wavra receive the 2021 ICAST Best in Show award on July 22, 2021.

“What stands out from this bait is the profile of what it mimics. Many lures have long, skinny profiles, but for the first time in a long time, we have a bait that so realistically mimics a fat-bodied fodder base,” Iaconelli said, noting that the Gilly could represent a multitude of forage fish bass. eat like crappie, tilapia and gizzard shad. “And I can’t remember a bait with that many rig options. With most baits you’re limited to a couple, sometimes even just one, but with that there’s probably 20 different ways to mount it and I’m sure we’ll find even more.

Beyond flavor, Berkley designed the Gilly so that the hollow head section is soft enough to collapse during strikes and keep the bait swimming upright no matter how it’s rigged. The built-in tabs in the tail section give the bait a remarkably realistic movement through the water, looking exactly like an easy meal. It is available in six color models, three sizes, and has a manufacturer’s suggested retail price of $6.49 for standard colors and $7.49 for HD colors. Texas rigged crosswise, jig head or dropshot, the new Gilly is as realistic as it is versatile, according to a press release from Berkley and Pure Fishing.

To learn more about the Berkley PowerBait Gilly, visit

Ed Killer is TCPalm’s outside writer. Sign up for his newsletter and other weekly newsletters at Friend Ed on Facebook at killer edfollow him on Twitter @tcpalmekiller or email him at[email protected].


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