The Second Amendment was included in the U.S. Constitution’s “Bill of Rights” as both a defense against tyranny and a guarantee that American’s would always be able to adequately both protect themselves and provide sustenance for their families. We believe that to prevent further eroding of these inalienable rights, the Second Amendment should be viewed by businesses in related industries as a “brand” in its own right. After all, Liberty is indeed an idea that has its “competitors.” Like any free market business would need to do amidst a sea of competing ideas, products and services, protecting and growing the brand is imperative to its survival.

Kudos to Winchester (and its parent company Olin) for realizing that it would be smart to grow the ranks of sport shooting enthusiasts by appealing to the half of America’s population who control most family pocketbooks. Learn more about Winchester’s Ladies Cup addition to the NSCA Championship Tour here and go check out a tournament near you. (And dudes…don’t forget to bring wives and daughters!)