Apex Ammunition introduced the Dove Stratified series on July 19, bringing the company's layered-shot technology to upland hunting for the first time, Soldier Systems Daily reported. Available in 12- and 20-gauge, the new loads come in two shot-type variants: L3 high-antimony lead and S3 zinc-plated steel. The steel option is aimed at hunters in jurisdictions where lead has been restricted or banned for dove hunting, a list of counties and wildlife management units that has grown steadily across the South and West.

The Stratified design is the same architecture Apex has used in its premium waterfowl shells. Multiple pellet sizes are layered within a single shell column so that smaller pellets fill in the close-range pattern while larger pellets retain energy at longer distance. For dove hunting, where birds present at wildly different ranges throughout a single session — from close-flushing birds overhead to 40-plus-yard crossing shots in the afternoon — the multi-size stack is intended to deliver consistent kill performance without forcing hunters to swap loads between conditions.

Jason Lonsberry, President and CEO of Apex Ammunition, cited direct market demand as the driver. "We saw tremendous demand from retailers and customers in the upland community who want Apex's consistent quality and performance in loads for smaller, more fragile game birds like dove and quail," Lonsberry said in the company's release. Apex built its national reputation on tungsten super shot waterfowl shells positioned at the premium end of the market, and the Dove Stratified applies that same engineering focus to a category where most hunters have historically purchased commodity loads from large volume brands.

The Firearm Blog, Shotgun Life, and Game & Fish magazine all ran the launch on July 19, the same day Soldier Systems Daily first reported it. TheGunMag, the publication affiliated with the Second Amendment Foundation, also covered the announcement, noting that the parallel lead and steel SKUs give dealers flexibility to stock for multiple regulatory environments under a single brand.

Apex did not disclose retail pricing at launch. The existing Stratified waterfowl series typically retails between roughly $20 and $40 per box depending on gauge and load weight, providing a working bracket for the dove loads. Most of the major dove states — Texas, California, Colorado, Arizona, and the Southeast corridor — open on September 1, giving Apex approximately six weeks for product to reach dealer shelves at peak retail velocity.

Dove is the most pursued migratory bird in North America, with more than 15 million birds harvested annually according to US Fish and Wildlife Service data. It is also among the most shot-intensive hunting disciplines, with hunters typically expending three to five shells per bird, which drives high per-day box counts and makes ammunition brand selection a recurring purchasing decision rather than a once-a-season buy. For Apex, the dove market represents a significant volume opportunity alongside its existing premium waterfowl business.