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BERKLEY® Wins Best in Category with FireLine® Ultra 8 at ICAST

COLUMBIA, SC - (July 14, 2017)

The new thermally fused BERKLEY® FireLine® Ultra 8 hooked a top award at the 2017 ICAST New Product Showcase “Best in Show” awards in Orlando, Florida, receiving Best in Category for New Fishing Line Products. The toughest FireLine on the market, anglers will be able to tighten the drag without worrying about the line breaking. This reassurance will help anglers of all levels build the confidence to cast into structure where the bigger fish like to hide.

With over 1,200 new products entered into the competition, buyers and media representatives at the International Convention of Allied Sportfishing Trades judged the products based on their level of innovation, execution, workmanship and practicality.

“Since 1996, Berkley’s FireLine has consistently proven its reliability and strength for anglers with any level of expertise, so it’s an honor to be recognized at ICAST for this commitment to excellence,” said Jeremy Albright, brand development manager, Berkley. “FireLine Ultra 8 is smoother and four times more abrasion-resistant than the original FireLine, and we’re excited to get it into the hands and onto the reels of all anglers this fall.”

Available in two colors (smoke and crystal), the Ultra 8’s higher PIC count thermally infused 8-carrier braiding delivers a super smooth FireLine. Berkley FireLine Ultra 8 MSRP starts at $19.99 for 125 yards.

About Pure Fishing, Inc.

Pure Fishing, Inc. is a leading global provider of fishing tackle, lures, rods and reels with a portfolio of brands that includes Abu Garcia®, All Star®, Berkley®, Chub™, Fenwick®, Gulp!®, Hardy & Greys™, Hodgman®, Johnson™, Mitchell®, PENN®, Pflueger®, Sébile®, Shakespeare®, SpiderWire®, Stren®, Trilene® and Ugly Stik®. Pure Fishing, Inc. operates in 22 countries with a dedicated workforce conversant in 28 languages. Pure Fishing, Inc., a part of Newell Brands’ strong portfolio of well-known brands, is a leader in developing outdoor and active lifestyle products. Additional information can be found at

About Newell Brands

Newell Brands (NYSE: NWL) is a leading global consumer goods company with a strong portfolio of well-known brands, including Paper Mate®, Sharpie®, Dymo®, EXPO®, Parker®, Elmer’s®, Coleman®, Jostens®, Marmot®, Rawlings®, Irwin®, Lenox®, Oster®, Sunbeam®, FoodSaver®, Mr. Coffee®, Rubbermaid Commercial Products®, Graco®, Baby Jogger®, NUK®, Calphalon®, Rubbermaid®, Contigo®, First Alert®, Waddington and Yankee Candle®. Driven by a sharp focus on the consumer, leading investment in innovation and brands, and a performance-driven culture, Newell Brands helps consumers achieve more where they live, learn, work and play. Additional information about Newell Brands is available on the company’s website,

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