Beretta is excited to announce its attendance at the 2026 Wild Sheep Show®, taking place January 22–24 in Reno, Nevada. This year's appearance carries special significance as Beretta celebrates its 500th anniversary, marking half a millennium of craftsmanship, innovation, and commitment to the hunting and shooting community.
At Booth #1021, Beretta will showcase an exceptional selection from the Beretta PB Selection, Premium, and Standard lineups. The centerpiece of the display is the SO6 Marco Polo, a stunning expression of Italian gunmaking artistry and one of the most iconic representations of Beretta's master engravers and premium workshops. Attendees will be able to view this extraordinary firearm up close throughout the event. The one-of-a-kind Beretta 500th Anniversary Marco Polo PB Selection Shotgun is up for auction and will be live and available online on January 24th during the show. This unique firearm has been generously offered by PB Selection to help and promote the conservation initiatives of the Wild Sheep Foundation.
Beretta will also be joined in the booth by Burris Optics and Steiner, bringing a comprehensive display of premium optics solutions to complement Beretta's firearm lineup. In addition to the booth showcase, Beretta is proud to support several major Wild Sheep Foundation events, including:
Key Activations and Highlights:
- Sporting Clay Shoot Sponsorship - Beretta joins as an event sponsor, continuing its commitment to marksmanship, outdoor sports, and conservation. SO6 Sparviere
- Marco Polo Auction - A special SO6 Sparviere Marco Polo will be featured in the Saturday night auction, giving attendees a rare chance to bid on one of Beretta's most exclusive and artistic firearms.
"As Beretta enters its 500th year, we're honored to celebrate this unprecedented milestone alongside the Wild Sheep Foundation and the broader hunting community," said Ricardo Olivieri, Beretta USA Head of Luxury and Competition. "Our heritage has always been defined by craftsmanship, innovation, and a responsibility to the outdoors and this show allows us to share those values with enthusiasts who live them every day."
Beretta invites all attendees to visit Booth #1021 to experience the heritage, innovation, and artistry that define the world's oldest firearm manufacturer.
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About Beretta
Established in 1526, Beretta is the world's longest-standing industrial dynasty, with a legacy spanning 16 generations of continuous family ownership. For 500 years, firearms bearing the Beretta name have been trusted and used around the world. Beretta USA Corp. was established in 1977 and quickly became the provider of the most widely deployed sidearm in the U.S. Armed Forces. Today, Beretta USA is part of Beretta Holding Group, which includes over 50 global subsidiaries and 20 renowned brands. Beretta manufactures, distributes, and markets a complete range of firearms, accessories, and apparel. The company also owns and operates six Beretta Gallery retail stores worldwide.
For more information, visit www.Beretta.com.