It’s going to be an exciting year for Black Hills Ammunition, judging by what we saw when we swung by its booth at SHOT Show. Namely, the Black Hills HoneyBadger line designed for self-defense. Check out the video above to see Mike Wright, the company’s head of customer service and marketing, walk us through it.

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Below, the Rapid City, South Dakota-based ammo manufacturer had this to say about its new offering for 2017, via their Facebook page.

Our new bullet design, developed with Lehigh Defense, LLC, is solid copper, non-deforming, and non-fragmenting with large machined flutes and a small frontal area. This bullet doesn’t rely on a hollow-point and has sharp edges that’ll cut right through barrier material. That’s optimum. It’s designed to work – and it does that really well.

• .44 Magnum, 160-grain HoneyBadger; Velocity: 1,800 fps; Energy: 1,151 ft-lbs.

9mm Luger, 125-grain Subsonic HoneyBadger; Velocity: 1,050 fps; Energy: 306 ft-lbs.

.45 ACP, 135-grain HoneyBadger; Velocity: 1,325 fps; Energy: 526 ft-lbs.

For more info, visit black-hills.com.