The "stuff" is "Mod Podge Lustre". It's an American product, looks like PVA and is about the same consistency so you can't build it up into waves, more like ripples as you would see on a fine windless day (not many of them in the North Sea). It's really just a case of glooping it on with a brush and hoping it dries lumpy, there is a bit of a knack to it. You can give an impression of depth by putting a few thin coats on then a coat of thin paint then more "stuff"in a thick coat. haven't mastered it yet, it's only the second time I've used it so I might get better with practice.
Scrub the 2-3 hrs drying time, I put a thick lumpy coat on yesterday and it needs a good 24 hrs although thin coats don't take long. It dries crystal clear, nearly too glossy to look realistic.
Not expensive, between £6 - £7 in the UK. That would do probably 4 bases the size I'm doing now, if put on 2-3mm thick. I used it on HMS Roberts.
Haddock.
Try Googling it and see what you come up with.