E.D.C. 100

Bates Fishing Co. has officially dropped the company’s most anticipated reel of the season: the E.D.C. (Every Day Carry) — a rugged, no-nonsense baitcaster built to fish hard and fish often. With a retail price of $199.99, the E.D.C. is engineered to deliver premium-level performance at an approachable price, and it’s poised to dominate boat decks and gear reviews in 2025.

Designed from the ground up to be your go-to reel, the E.D.C. is the first die-cast aluminum reel in Bates history, delivering a familiar strength and reliability without the premium price tag. This reel doesn’t show off — it just shows up, every day.

But what truly separates the E.D.C. from everything else in its class is what’s inside. Introducing the D.A.B. System — Digitally Assisted Braking, a brand-new, self-powered cast control system exclusive to Bates. This next-generation tech uses electromagnetic induction and an internal digital chip to automatically adjust braking force in real time — all without batteries or maintenance.

No charging. No switches. No gimmicks. Just cast-and-go confidence.

“The D.A.B. system is our answer to the modern angler’s desire for smarter performance without added complexity,” says Chris Cain, VP of Marketing at Bates. “You don’t necessarily need to know how it works — just know that it works. And that it’s now available in a $199 reel. That’s a game-changer.”

The E.D.C. will make its official debut at ICAST 2025, booth #1444, where attendees will get hands-on access to this innovative platform before it hits retailers later this year.

• Digitally Assisted Brake (D.A.B.) System
Smart braking tech that adapts throughout the cast — no batteries required
• Die-Cast Aluminum Frame
Built to last without breaking the bank
• 15 lb Drag
Smooth, reliable stopping power
• Compact and Lightweight
6.2 oz for all-day comfort
• Gear Ratio: 7.1:1
Available in right- and left-hand models