Hornady has been around since 1949, founded by a man whose “ten bullets through one hole” philosophy neatly summarized his beliefs in the value of both a shooter’s necessary skills and the required quality of ammunition. It was as World War II drew to a close and the commercial market became flooded with low-quality rounds that performed dismally that Joyce Hornady decided to enter the ammunition manufacturing business. Granted he could have loaded ammunition for himself and been done with it, but he wanted more than that: Joyce Hornady felt everyone should have access to high quality rounds.

Sadly, the company was touched by tragedy in 1981 when Joyce Hornady set off for that year’s SHOT Show in a company plane that crashed en route to the event. Also on the doomed flight were Hornady’s customer service manager, Jim Garber, and an engineer by the name of Edward Heers. The men were killed on impact, and the loss of Joyce was felt deeply throughout the industry.

As we edge closer to Hornady’s semisesquicentennial – which is, admittedly, still 9 years away – the company continues to come out with innovative products. They have a solid reputation in the industry, and it’s deserved. Hornady is known for producing quality, reliable ammunition, and after 66 years of production they don’t seem to be slowing down one bit. Actually, it looks as though they’re gaining momentum.

A short clip simply titled “We Change Everything – 10/27/15” hit the internet on October 20th. It opens with dramatic angles backed by a classical musical score that’s surprisingly fitting and proceeds with clips of various team members giving broad hints regarding the upcoming new product announcement. As one of them puts it, “The implications are going to be huge for the industry.”

What is it? You’ll have to wait until October 27th to find out.

What do you think is coming?

Watch the video below and visit the company’s website at www.hornady.com.