Lure & Reel

Lure & Reel is a fishing tackle manufacturer in Grand Theft Auto VI. Public material identifies the brand as a maker of fishing rods, with little else currently disclosed about its business.

The brand first appears in the first trailer. Four Lure & Reel fishing rods are displayed for sale inside Uncle Jack's Liquor.

An official screenshot later shows the full Lure & Reel logo on a decal on Jason Duval's sweater. Cal Hampton appears alongside Jason in the image.