In what Jack Daniel’s is calling its “biggest product launch in a decade,” the company is releasing a honey-flavored variation on its famous Tennessee whiskey. And, with the help of Arnold Worldwide, Jack Daniel’s Tennessee Honey has a mascot named “King Bee.”

King Bee is apparently really, really drunk off of doing JD shots at his local tavern, which is why he pollinates flowers indiscriminately and runs headfirst into a log that explodes upon impact. Jack Daniel’s wants you to know that adding a flavor to its 136-year-old recipe doesn’t mean it’s “getting soft” by any means. No, it’s made from the honey of a belligerent bee with a motor cycle helmet. The above television spot (debuting on Facebook tomorrow) is part of a campaign that includes a Facebook-exclusive four-part mini-series documenting the “creation” of the new product. Jack Daniel’s even asks the social network’s users what they thought about the Tennessee Honey. Reviews, thus far, are mixed.