Sentence:  Giving the design even more of an Aussie edge, the name of the largest Australian manufacturer of <WSD>sidecasts</WSD> — Alvey — has become a generic title for this type of reel, just as Esky has come to mean insulated cooler. 
Meaning of the word marked with <WSD> tags:  (fishing) A type of reel with a spool that rotates on a fixed base through 90 degrees to allow sidecasting.