Livingston Lures’ Menace Named #1 New Lure at EFTTEX in Brussels
Livingston Lures proudly announces that the Menace has been awarded #1 New Lure for 2026 at the EFTTEX Awards in Brussels, Belgium, on September 11, 2026.
This accolade marks a second consecutive international win for Livingston Lures and designer Steven Paul, following their 1st Place honor at Angling International in Budapest, Hungary, last year.
“I’m truly honored to see the Menace recognized at EFTTEX,” said Steven Paul. “Livingston Lures fosters a culture where creativity thrives. Unlike companies driven by focus groups and desk jockeys, Livingston empowers me to push boundaries and deliver innovation directly from my workbench to anglers worldwide. There’s no death by committee here, just a team dedicated to crafting the best lures on the planet.”
The Menace, a versatile musky and pike jerkbait, is engineered for power, action, and adaptability in shad-based fisheries. Featuring Livingston’s patented Electronic Baitfish Sound (EBS) Technology™, it underscores the company’s leadership in combining innovative lure design with advanced fishing technology.
“We’re thrilled with this recognition,” said Erick Arnoldson, Vice President of Sales at Livingston Lures. “The Menace embodies our commitment to innovation, creativity, and delivering products that help anglers succeed. Winning the #1 Award at EFTTEX is a victory not just for our team but for every angler who trusts Livingston to give them edge on the water.”
With two international awards in as many years, Paul remains focused on the future. “These wins are incredible, but I’m more driven than ever to keep innovating with Livingston Lures,” he said. “As exciting as this moment is, I believe the best is yet to come.”
About Livingston Lures
Based in San Antonio, Texas, Livingston Lures is a leader in fishing innovation, pioneering Electronic Baitfish Sound (EBS) Technology™ to mimic natural baitfish sounds and trigger more strikes. The company continues to set the standard in lure design, performance, and technology for anglers worldwide.
www.livingstonlures.com
Livingston Lures proudly announces that the Menace has been awarded #1 New Lure for 2026 at the EFTTEX Awards in Brussels, Belgium, on September 11, 2026.
This accolade marks a second consecutive international win for Livingston Lures and designer Steven Paul, following their 1st Place honor at Angling International in Budapest, Hungary, last year.
“I’m truly honored to see the Menace recognized at EFTTEX,” said Steven Paul. “Livingston Lures fosters a culture where creativity thrives. Unlike companies driven by focus groups and desk jockeys, Livingston empowers me to push boundaries and deliver innovation directly from my workbench to anglers worldwide. There’s no death by committee here, just a team dedicated to crafting the best lures on the planet.”
The Menace, a versatile musky and pike jerkbait, is engineered for power, action, and adaptability in shad-based fisheries. Featuring Livingston’s patented Electronic Baitfish Sound (EBS) Technology™, it underscores the company’s leadership in combining innovative lure design with advanced fishing technology.
“We’re thrilled with this recognition,” said Erick Arnoldson, Vice President of Sales at Livingston Lures. “The Menace embodies our commitment to innovation, creativity, and delivering products that help anglers succeed. Winning the #1 Award at EFTTEX is a victory not just for our team but for every angler who trusts Livingston to give them edge on the water.”
With two international awards in as many years, Paul remains focused on the future. “These wins are incredible, but I’m more driven than ever to keep innovating with Livingston Lures,” he said. “As exciting as this moment is, I believe the best is yet to come.”