How does one assign value to good advice? As industry retailers, you have the opportunity to influence the outdoor experiences of your customers with the guidance you give. The vast majority of your customers work hard for their money and hope to make smart buying choices that deliver bang for those hard-earned bucks. That’s where you shine as an influencer and hopefully create repeat customers.

One area of opportunity (and vulnerability) is riflescopes. While picking a riflescope may be subjective, the truth remains that all riflescopes are purpose-built, and selecting the right or wrong one can enhance shooting or ruin the hunt of a lifetime. In as much as optics advice is helpful and effective in building customer loyalty, offering a diverse array of hunting optics is equally important. That said, here are nine great purpose-driven optics ready to handle your hunters’ needs.

 

Burris Eliminator IV 4-16x50 LaserScope

While Don Burris stood Burris Optics up in 1971, it took another four years for his first riflescope, the Fullfield, to reach the public’s eye. While Burris passed away in 1987, his optic legacy, first with Redfield, is littered with industry firsts, including a centered, non-magnifying reticle in variable-magnification riflescopes, first 4-12X and 6-18X scopes, Redfield’s popular wide-angle riflescope and, just a year after his passing, a Burris scout scope. Burris continued to innovate, and in 2006, the company introduced the first laser-scope with integrated laser rangefinding technology (LRF). With Burris’ LRF foundation laid, the company dropped jaws and revolutionized riflescopes as we knew them to be in 2010 when they unveiled the Burris Eliminator, a riflescope complete with rangefinding capability and automatic bullet-drop compensation. Now, in 2020, Burris continues to push the high-tech optic envelope with the Eliminator IV Riflescope.

With the Burris Eliminator III as a comparison, the Eliminator IV (MSRP: $2,039) features a faster, enhanced ballistic calculator, Bluetooth laser activation and dramatically extended range, clear out to 2,000 yards — 25 percent farther than the Eliminator III. Based on your cartridge data, the Eliminator IV uses an integrated laser rangefinder to automatically determine your elevation and presents a red dot on the X96 reticle at your correct holdover while also assisting you with windage holds based on spin drift. As one might expect, the Eliminator IV boasts 4-16X variable magnification and premium glass; however, the optic also includes an inclinometer and what Burris refers to as a smart dope card. The Burris Eliminator IV is powered by two AAA batteries and also includes adjustable parallax, push-button illumination control with five brightness settings and a 50-MOA range of windage and elevation adjustments.

  

Bushnell Engage 3-9x40 Illuminated Riflescope

David Bushnell likely never imagined his company would reach the heights it has when he founded the company in 1948, but Bausch & Lomb did — Bushnell sold to B&L in 1971 and Bushnell Performance Optics was born, complete with riflescopes. Through a series of acquisitions and mergers since then, Bushnell’s reins have landed in the hands of Vista Outdoor, and the company continues to develop well-respected hunting optic solutions. Case in point: the Bushnell Engage 3-9x40.

The Bushnell Engage Illuminated Riflescope (MSRP: $239.19) features the vastly popular 3-9X variable magnification range with a 40mm objective lens, perfect for hunting enthusiasts who have hunted with this iconic variable-magnification-range/objective-lens-diameter combination for decades. Of course, today’s technology delivers notably enhanced performance, the Engage included. The Engage 3-9x40 boasts 6061-T6 aluminum, black-anodized construction; coated glass with EXO Protection Barrier; second-focal-plane, illuminated, Multi-X reticle; capped turrets; fast-focus, tapered eyepiece and a 1-inch tube.

 

Meopta Optika5 2-10x42RF Riflescope

Originally named Optikotechna, Meopta was formed in 1933 and focused on production of darkroom optics. From 1935 to 1938, the company produced optics for the Czechoslovakian army, and it was then forced to manufacture optics for the German army from 1939 until the end of WWII. In 1946, the company was renamed Meopta and later split between Meopta S.R.O. and TCI New York. In 2005, TCI was renamed to the Meopta USA we know today as a performance sport optic manufacturer. Since then, Meopta USA has continued to innovate and was the subject of significant 2019 SHOT Show buzz when the Optika6 lineup was unveiled. For 2020, Meopta answered Optika6 fan calls for something similar in a 1-inch tube. Meopta answered with the Optika5 Riflescope series.

Meopta’s Optika5 Riflescope lineup (MSRPs: $349.99 - $549.99) includes centerfire models in 2-10x42, 3-15x44, 4-20x44, 4-20x50, 4-20x50 RD and, most notably, a 2-10x42 rimfire model for the countless .22LR enthusiasts out there. All models feature 1-inch single-piece tubes, second-focal-plane reticles, rubber-armored metal turret caps, MOA-platform windage and elevation adjustability with ¼-MOA per click, rear-facing magnification display, fast zero reset, a throw lever and crisp glass with MeoBright anti-reflective, MeoShield anti-abrasion and MeoDrop hydrophobic lens coatings.

Circling back to Meopta’s Optika5 2-10x42RF, hunters can expect true premium optic performance specifically designed for their rimfire applications and perfectly suited for all manner of varmint and small-game hunting. Finally, something really big for that little cartridge fan.

 

Pulsar Trail 2 LRF Thermal Riflescope

Since prices across the thermal landscape have dropped from tens of thousands of dollars to MSRPs as low as $1,800, customer interest in these specialized optics has heated up. There has never been a better time for thermal manufacturers to up their innovation game and for consumers to take the plunge.

Pulsar’s reputation for customer service and developing premium consumer thermal and digital night-vision optics is well-earned. Combinations of crisp imaging and robust features, including brand-exclusive features like picture-in-picture, have resulted in incredible brand growth and have positioned the company alongside select few top-shelf thermal and night-vision producers. A perfect example of Pulsar’s determination to deliver best-in-class thermal products was unveiled at the 2020 SHOT Show — the Trail 2 LRF XP50 Thermal Riflescope. 

Based on the popular Trail LRF platform, the Trail 2 XP50 (MSRP: $6,599.99) comes with many of the same feature sets, including picture-in-picture; integrated laser rangefinder accurate to 1,000 yards (+/- 1 yard) in zero light; multiple reticle styles; programmable rifle and distance profiles and more. The Trail 2 XP50 LRF boasts a rugged aluminum housing; IP67 waterproof-rated construction; full-color 1024x768 HD AMOLED display; rich, eight-color imaging palette; 640 microbolometer sensor; 12-micron pixel pitch; 2,000-yard detection range; multiple reticle styles and colors, built-in video with audio; integrated Wi-Fi connectivity to a smartphone or tablet via the Stream Vision App; variable magnification; three-second power-up and a removable, rechargeable, 8- to-10-hour battery.

  

Sightmark Volta and Element Mini Solar Red-Dot Sights

In a world filled with traditional hunting riflescopes, a disappointing amount of attention is extended to 1X-powered red-dot-style optics; however, their features are exquisitely perfect for diverse ranges of species-specific hunts, hunting environments, a variety of firearm applications and low-light shooting. In a nutshell, red-dot-type sights are increasingly the perfect solution for close to mid-range pursuits, and Sightmark, founded by James Sellers over 10 years ago, has risen as a big hitter in this arena. The latest results of Sightmark’s laser-focused determination to innovate and deliver lifetime-reliable optics are the new Volta and Element Mini Solar Red Dot Sights.

Compact red-dot optics like Sightmark’s Volta (MSRP: $359.99) and Element Mini ($239.99) are exceptionally lightweight, durable and affordable, and given their diverse applications, they are perfect for turkey hunting and deer, hog and predator hunting at close to mid-range shooting distances. Both optics are constructed of rugged, matte black, 6061-T6 aluminum and feature solar and battery-powered operation. As a result, they can transition between battery and solar power automatically, depending on the environment. Battery life is 200,000 hours (one 2032 battery) for the Element Mini and 400,000 (two AAA batteries) for the Volta, and both are waterproof rated IP67. The Element Mini also features a three-MOA reticle while the Volta’s is two MOA — both boast advanced, anti-reflective coated glass and are recoil rated up to .338 Win. Mag. Windage and elevation adjustments also are quite robust at 120-MOA elevation and 160-MOA windage with ½-MOA-per-click adjustments. Sightmark’s Eclipse Light Management System also optimizes reticle brightness in the Volta and Element Mini for varying light environments.

  

Swarovski Z5i Illuminated 2.4-12x50 Riflescope

While Wilhelm Swarovski produced his pair of binoculars in 1935, Swarovski Optik wasn’t founded until 1949. Even then, it took another decade for the company to unveil its first riflescope, a fixed-power 4x32, and it wasn’t until 1993 that Swarovski offered its first riflescope with an illuminated reticle. This is important because 27 years later, in January 2020, premised on Swarovski’s legendary reputation for optic quality for discriminating precision shooters and hunters, the company unveiled its latest line, Z5i Illuminated Riflescopes — among them, the 2.4-12x50.

The Z5i Illuminated 2.4-12x50 (MSRP: $1,254 w/Plex reticle) is rich with the crisp field of view and exceptional quality standards hunters have come to expect from Swarovski; however, price points are noticeably lower. This should strike quite a positive chord with consumers with an appreciation for what a brand like Swarovski has delivered for decades. As for the scope features, the Z5i Illuminated 2.4-12x50 Riflescope boasts a lightweight, 1-inch tube; choice of three illuminated, second-focal-plane reticles; 5X zoom; patented four-point coil spring system; capped, ¼-MOA-per-click turrets with the option for ballistic turrets; and digital, top-mounted reticle brightness controls.

 

Trijicon Huron 3-12x40 Hunting Riflescope

In 1985, Glyn Bindon unveiled the world’s first tritium reticle as well as tritium illuminated iron sights and with it, the Trijicon brand. Thirty-two years later, Trijicon built its one millionth ACOG optic and is still going strong. While our industry suffered quite a loss with Bindon’s death in 2003, it’s tough to imagine that, considering Trijicon’s continued innovation and reputation, he is not up the re smiling down. And, as a hunter himself, Bindon would be quite a fan of the brand’s new-for-2020 Huron Hunting Riflescopes.

Trijicon’s new Huron riflescopes are available in four platforms: 1-4x24, 2.5-10x40, 3-9x40 and 3-12x40, with the latter, the 3-12x40, delivering a robust variable magnification sure to meet the needs of the lion’s share of hunters out there looking for fairly close to longer-range shot opportunities. Huron 3-12x40 Hunting Riflescope (MSRP: $699) features include rugged 6061 aluminum construction with a black-satin finish, 40mm objective lens, 3-12X variable magnification, 70 MOA windage and elevation adjustment range at ¼-MOA per click and a second-focal-plane BDC Hunter Holds reticle. Dimensions: 12.55x2.26x2.26 inches. Weight: 17.8 ounces.

 

Vortex Razor HD Gen III 1-10x24 FFP Riflescope

Since 2002, Vortex has been committed to delivering high-quality optics throughout an expanded price-point range to satisfy shooters of all experience levels. Vortex’s Viper and Razor are the brand’s most popular lines with first- and second-focal-plane optic solutions for demanding target shooters and hunters alike. Of the two lines, Razor has been the go-to for serious Vortex optic users. With this in mind, Vortex added yet another premium riflescope to the lineup for 2020 — the Razor HD Gen III 1-10x24 FFP riflescope.

As its name suggests, the Vortex Razor HD Gen III 1-10x24 (MSRP: $2,899.99) features a 1-10X variable magnification range and 24mm objective lens and includes many of the same creature comforts enthusiasts have come to expect from Vortex’s flagship lineup, including premium Japanese glass, a fine-etched reticle and a 34mm tube platform. The Razor HD Gen III 1-10x24 is available in EBR-9 MRAD and EBR-9 BDC MOA first-focal-plane illuminated reticle options; however, hunters are likely to lean toward the MOA option. The EBR-9 MOA reticle is calibrated to optimize holdover accuracy with 55- to 77-grain 5.56/.223 or 168- to 175-grain 7.62/308 Win. ammunition. The MOA version of Vortex’s Razor HD Gen III 1-10 also features capped, low-profile turrets with 120-MOA windage and elevation adjustment ranges at ¼-MOA per click.