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Williams and Mooselook: Brecks accelerates its search for distributors

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The Mooselook Wobbler from Brecks.

The Lures Special of Angling International, available online here next week, will feature innovative lure brands from around the world.

But there can be few fishing tackle companies with such a colourful and intriguing history as Williams, one of North America’s oldest lure brands.

It was in 1898 that the Williams brothers, A.D. and Malcolm, travelled from their Nova Scotia home to the Yukon where they struck it rich in the gold rush. They sold or exhausted their claim after a few years and the brothers eventually found themselves respectively in southern Ontario and upstate New York, having invested their strike into the gold and dental refining businesses.

However, both being avid anglers, they also used their expertise in metals to experiment with lure production – and the Williams Wabler, a lure now recognised by anglers around the world, was marketed in about 1916.

More great lures followed, including classics like the Whitefish, the Ice Jig, the Dartee, the Trophy, the Flasher and the Quick Silver. And to this day every Williams lure is finished in genuine silver and/or 24 carat gold plate.

It was in 1989 that Williams was acquired outright by Brecks, a company founded in 1947 and already the Canadian exclusive national distributor of Mepps lures since 1950 and Mister Twister and Maxima lines since 1983.

Mooselook, another long-established North American lure brand dating back to 1938 and named after the famous trout and salmon lake Mooselookmeguntic in the state of Maine, was added to the impressive Brecks portfolio in 2002. Both Williams and Mooselook are wholly manufactured in the Brecks facility in Canada.

Brecks is now actively seeking additional international distribution partners for its Williams and Mooselook brands. “We already have some distribution in parts of Europe but the time is right to expand on it,” said Mark Stiffel at Williams. “We can offer a wide selection of styles and colour options.”

Typically, Williams can offer lures ranging from one inch to six inches. The Williams Wabler is available in seven sizes and 23 colours.

Mooselook includes the Wobbler, offered in 20 colours and five sizes from one-and-a-half inches and weights from one-fifteenth of an ounce, and the Thinfish, a three inch flutter spoon stamped in spring brass and offered in seven colours.

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