2020 Year In Review

2020 Year in review


Sierra Bullets Acquires Barnes Bullets

“Barnes embodies the ‘innovate and accelerate’ playbook we seek with ‘super-fan’ brands. Barnes is a leader in lead-free, all copper bullets, with a rich history of product innovation and strong brand awareness amongst the core enthusiast, yet it has untapped go-to-market potential. We believe these ingredients give us a heightened advantage to develop world-class products, increase brand awareness, expand product categories and improve distribution while staying true to the core user.” 

— John Walbrecht, Clarus President

2020 product launches

Prairie Enemy

Prairie Enemy ammunition is designed to deliver the match grade accuracy and devastating explosive performance that is expected by the most demanding of varmint hunters. This ammo uses some of the best components available, including nickel plated cases to help with reliable feeding in semi-autos.

Sports Master

NEW Sierra Sports Master® ammunition give the feel and ballistic performance of expensive self-defensive ammunition, but in an affordable, innovative package for high-round count training sessions. The terminal performance of these cartridges is in line with general purpose hunting bullets, making Sports Master at home on the range or in the woods.


Outdoor Master

NEW Sierra® Outdoor Master™ cartridges utilize innovative components and production processes that deliver an economical cartridge suitable for all purposes. Packed with hard-hitting terminal performance and the same attention to detail that Sierra® is famous for, Outdoor Master™ will get you outside with confidence.

New bullets 2020

62 gr. SBT GameKing B.C. .298
64 gr. Tipped GameKing B.C. .323
100 gr. Tipped GameKing B.C. .515
130 gr. MatchKing HPBT-CN B.C. .584

150 gr. Tipped GameKing B.C. .545
125 gr. Tipped GameKing B.C. .318
150 gr. HP Varminter B.C. .334
180 gr. Tipped GameKing B.C. .515


Our online community of sponsored marksmen

We’re not the only ones who believe in the consistent quality of our bullets. TEAM SIERRA® is a community of accomplished shooters, competitors, and champions officially sponsored by Sierra Bullets.

Most popular products of 2020

.30 CAL 175 GR. HPBT
.22 CAL 77 GR. HPBT
.30 CAL 168 GR. HPBT
.22 CAL 69 GR. HPBT
.30 CAL 220 GR. HPBT

150 gr. Tipped GameKing B.C. .545
125 gr. Tipped GameKing B.C. .318
150 gr. HP Varminter B.C. .334
180 gr. Tipped GameKing B.C. .515

Our favorite moments of 2020

The best voicemail of all time

Sierra fan Ervin Morse gave us a call and we’re so glad it went to voicemail so we could share his enthusiasm! (Not to worry, we called him back right away…)

We love our fans

Sierra fan Finbarr Harkin made our day with this poem he sent us over Facebook Messenger!

Sierra Gear

Since bullets were selling out, we took the opportunity to drop some Sierra swag in our online store.

Social media

We doubled down on social media this year,  increasing our followers by over 10K on Instagram and 2K on Facebook, for a combined total of nearly 200K followers! Even though we couldn’t do much advertising (ammunition ads are a no-go), our highly engaged fans did the heavy lifting for us in spreading the word to grow our reach and help us put engaging content out there.

US F-Open Long Range Nationals

Mark Walker came in 3rd place overall during the first day of the 2020 US F-Open Long Range Nationals which was held at The Ben Avery Range in Phoenix, AZ. He was shooting a .284 Win and a 7mm RSAUM at the time of his notable finish! Congrats, Mark.

6th Edition Rifle & Handgun Reloading Manual

This 1,368 page manual retains the popular three-ring binder format and contains cartridge information, histories, and reloading recommendations, a necessity in every reloader’s library.

Say hello to Prairie Pete

Our creative partner, VOLTAGE AD, came up with this gnarly concept for our Prairie Enemy bullet launch and packaging, and it was just begging for a name. We asked our customers to submit names for the critter. The winner: Prairie Pete.

Shoutout to our content creators


The Woodsman is all about family, good friends and chasing critters all over the Midwest and beyond! Jeff Danker and crew are hunters who  just love God’s great outdoors.

High Road Hunting

Keith Warren is an icon in the outdoor industry and a devoted conservationist. He has been producing and hosting television shows specifically geared to outdoorsmen for three decades and has been featured on numerous networks including Outdoor Channel, ESPN, ESPN 2, Sportsman Channel, and Pursuit Channel.


Wild Game Recipe

Beer & Wine Braised Venison Neck Roast

Jeremiah Doughty – @fromfieldtoplate

Ammo choice:

.30 Caliber 165 GR. SBT GameKing

7MM 120 Gr. SPT ProHunter


1 venison neck roast, bone in or out
1 can favorite beer
1 cup red wine
5 cloves garlic
1 onion, peeled
1 jalapeño, seeded and sliced
1 T cumin

1 T cracked pepper
1 tsp salt
1 T smoked paprika
1 tsp chili powder
1 can tomato paste
2 T olive oil


  1. In Dutch oven or slow cooker add garlic, onions and jalapeños with 2 tablespoons olive oil. Cook until onions are soft, 3-4 minutes.
  2. Add your venison neck and season with all spices, browning the roast.
  3. Remove roast.
  4. Pour tomato paste, wine, and beer to deglaze the pot.
  5. Return roast to the pot and bring mixture to a boil.
  6. Reduce heat to a simmer and let the magic happen!
  7. Cook until fork tender, 3-6 hours, depending on cut.
  8. Once fork tender, shred and eat. Make into tacos, tamales, tostados or anything else your mind can come up with.

Customer Success Stories Highlights


@anotherkakdayinafrica took down an epic kudu bull in Africa. Fun Fact: a kudu is actually one of the largest species of antelope with an average weight of somewhere in between 400 to 600 lbs.

Hans Kohler bagged a 175lb axis buck in Maui, Hawaii in a sunrise shot from 107 yds @ 3 degrees using a 6.5 Creedmoor and Sierra GameChanger 130 TGK.


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