Winchester Ammunition Centerfire Innovation

Alongside Winchester's iconic lever-action and bolt-action rifles, the company has been an innovator in centerfire cartridge design for nearly as long as the company itself has been in existence. Today, Winchester Ammunition is still a leading innovator in centerfire cartridge design, as evidenced by some of the company's recent introductions. Watch our "American Rifleman Television" feature above to learn about Winchester's latest ammunition innovations.
"Winchester has been developing metallic centerfire cartridges since the late 1800s. Go back and look at the .44-40, and that really propelled cartridges into what we know today," Winchester Product Manager Dusty Gibson said. "So Winchester introduced the 350 Legend in 2019, and that's actually the most successful centerfire rifle cartridge that Winchester has developed since the 1960s."
While other popular straight-wall cartridges have been in existence for decades, if not longer, such as the iconic .45-70 Gov't. or the 450 Bushmaster, heavy recoil and expensive factory ammunition has often limited a hunter's experience with these rounds.
"That's where the 350 Legend excels," Gibson said. "Rather than just taking your rifle out once a year to go deer hunting with it, it's low-recoil, so you can go out and target-shoot with it, practice, become very efficient with the rifle that you're going to be using to kill deer."
Yet another driving factor in the success of Winchester's 350 Legend cartridge is the modernization of hunting laws across a number of Midwestern states. Previously, states like Michigan, Ohio, Indiana, Iowa and Illinois only allowed 12-ga. shotgun slugs for deer hunting, but recent changes in the law now allow for straight-wall cartridges to be used for hunting.
"I think one of the more interesting things about Winchester is the talent level that goes across a brand like this," said Jason Gilbertson, director of marketing, Winchester Ammunition. "So, it's manufacturing, it's engineering, it's sales, it's marketing, it's product development, and it takes a lot for all of that to work together. To, you know, build your next two, three, four, five years' worth of products and branding and really continue a legacy that's been around for a very, very long time."
One of Winchester's latest cartridge introductions is the 6.8 Western, which takes the .277-cal. projectile into a new realm, putting it into a short-action cartridge case and upping bullet weight. With the advancements incorporated into 6.8 Western, hunters can now confidently take game at farther distances, knowing that the round is built for the job.
"I've been with the company a little over a decade, and it's amazing to see how, every year, we push the envelope further and further and do things that, frankly, I didn't even think were possible," said Nathan Robinson, marketing manager, Winchester Ammunition. "And our engineers find new ways to look at problems and find new solutions. And so it's neat that, Oliver Winchester and now the Winchester of today, you see this consistent trend of innovation and things that are really surprising and pushing the whole firearms industry forward."
In projectile design, Winchester is pushing the envelope with all-copper projectiles. These lead-free options are polymer-tipped, boattail designs that provide greater ballistic performance and, unlike other lead-free options, bullet weights are still within traditional ranges for the company's various caliber offerings.
"The innovation that goes into our products, once again, is a true testament to people who, you know, have an incredible knowledge of engineering and what can bullets do and what can ammunition not do," Gilbertson said. "So it's a lot of research, it's a lot of tinkering, I'm sure. You know, people back in the lab saying, 'Well, we gave it a go and it just didn't work,' or, 'Hey, this is going to be a winner.' So the products, for sure, continue to keep us moving in the right direction."
To watch complete segments of past episodes of American Rifleman TV, go to americanrifleman.org/artv. For all-new episodes of ARTV, tune in Wednesday nights to Outdoor Channel 8:30 p.m. and 11:30 p.m. EST.

[@snakeman48]

I live in Michigan. The 350 Legend has been a game changer in my deer hunting. I got on board in 2019 when it was introduced. My slug shotgun is crying for some love.

[@terryrichards8645]

I moved out of Illinois in 2019. My last hunt was with a 44 magnum. I wish they would’ve had a 350 legend then I would’ve tried that. Thanks for another great video that is very informative.😊

[@onmilo]

Still limited to one boolit guns HERE! In the Socialist Workers Paradise.

[@danielrobey1759]

With the exception of the 350 legend all of the innovations they discuss in the video were accomplished by others and they are just jumping in now that the hard part is done... Hornady has been the true innovator of the 21st century...

[@jfess1911]

The "short action" claim stretches the definition a bit. Since the 1950's, "short action" was based on the 308 Win's 2.81" cartridge length. In fact Winchester's short action rifles Model 100 semi-auto and the Model 88 lever action, both designed around the 308. The WSM series was very close to that with 2.86" being the max length. With the 6.8 Western, they fudged the term "short action" to mean 3", something that had previously been called an intermediate action.

[@glennevitt5250]

Thank you for the information 💯😎

[@beadcutter8644]

Good info. Ammo is just too damn expensive, even for pistol shooters. Rifle is FAR too expensive.

[@morrismonet3554]

Roll your own. I do.

[@andersoncox6892]

They should thank the US Army for setting the requirements for high BC .277/6.8mm bullets. Companies love to brag without telling the full back story.

[@morrismonet3554]

Jack O'Conner was touting the .277 caliber bullet for long range shooting back in the 1930's. It was a Winchester development, The .270 Winchester. This new cartridge is just a shorter version thanks to much better rifle powders. So, you know nothing about the back story.

[@normvw4053]

You left out the 35.55, and the 357 Maximum in you referene to streight walled cartridges, both of which are generally left in the back but are excellent, light recoil, fun-to-shoot firearms. Also for copprt bullets, to achieve the proper grain weight, the bullet is generally longer, causing the bullet to have to be seated deeper in the case, to keep the overall maximum. cartridge length.

[@patrickseekins1299]

Strangely, no mention of the 400 Legend...

[@gunsandcars3648]

think 350 is the best deer single wall, 4570 is literally overkill unless its a TRex

[@andersoncox6892]

With black powder it's about perfect for deer and larger game

[@morrismonet3554]

@@andersoncox6892 With smokeless it can be perfect for deer too. The .350 grain bullet was intended for lighter game like deer.

[@HyperSpaceProphet]

Your presentation would be more effective if you didn't reuse footage.

[@TheIrishAmish]

350 Legend was a ripoff of home gunsmith created 35 caliber bullets in necked out .223 brass in AR’s.

[@markcoffman9522]

Winchester is STUPID! Offer a deer hunting round in one bullet weight, but a plinking round in a different weight. the full metal jacket should be the same as the hunting round. It may not be a large difference, but 5 grains does make a zero change on a bullet's impact.

[@paulharding1621]

Sad that Winchester are promoting unethical long range game shooting.

[@fredbecker607]

If it is kill, range doesn't matter. For some people, 50 yards is too far. For others, 500 yards is still close enough. Archery shooters will tell you any rifle is unsportsmanlike.