I was never a big proponent of the mass market whiskies. Oh, it has its fans, as evidenced by the sheer size of the company. But, today is SuperBowl Sunday. I always end up hosting SuperBowl with family and friends. I used to actually work as a chef while putting myself through a MBA...so I love cooking for masses. (okay, chef is over-stated...was cook for a roadside Mexican joint in the outskirts of a rural town in Indiana at night while getting my MBA during the day). I bought the small bottle of Jamesons for the sole purpose of making Irish coffee. It's actually amazing as one of the key ingredients in Irish coffee. But, wanted to try a sip sans freshly ground Costa Rican beans, homemade whipped cream, and sugar. Not much of a nose---faint scent of apples and honey. Taste is mild as well, not really the type you sit around contemplating the meaning of life. Save that for the Port Ellens and Broras. It's single dimensional---sweet breakfast cereal. Like Frootloops. Finish is quick. It's much better served in the Irish coffee. I never had this in college...but, I can see this appealing to the that customer segment really well.