
This isn’t a review of the updated Redington Butter Stick. Because I’ve never held the rod.*
But I received an email from Redington that made me want to pick one up. I get a lot of fly fishing industry emails, and I delete nearly all of them after reading the subject line. This one made me pause: “Meet the New Butter Stick – Your New Fall Favorite.” And then I opened it. And then read it. To be honest, it made me want to buy one sight unseen. Why? Well, at least for me the marketing for the Butter Stick checked every single box.
Marketing doesn’t sell a product. But it gets consumers to stop and peek into the window. In the fly fishing industry, marketing, branding, and perception plays an enormous role in what anglers buy and do. I don’t need another fly rod, but I haven’t needed a new fly rod for the last dozen. This email shoved me down that familiar rabbit hole.
Although this rod is an updated model, the Butter Stick fiberglass line has been around for a while. The name is great for some of the imagery that it evokes – smooth casting, warm-hued trout bellies, etc. Maybe it is a little cutesy, but it isn’t like you have to proclaim the make or the model of your rod when as you cast. “Butter Stick” also stands alone in an industry of three letter acronyms and intense sounding names. It is a fly rod, not an engine on a jet.








