With so much bunk and baloney in the booze business, April Fools for us is just another day of the week.

But every so often someone pulls a prank that’s just shy of genius. And yesterday it was Boston Beer Company’s founder and brewer Jim Koch.

In a short, and very sweet video, Koch introduces Sam Adams’ latest release, HeliYum, a new brew that builds upon the flavor of Noble hops with an addition of Noble Gasses. Specifically helium, which the the company claims produces a lighter, more drinkable beer that is less prone to oxidation and therefore holds up better over time.

Check out the clip below to see for yourself the reaction HeliYum has on drinkers.