It's been a couple of years since I've had this and, despite the new branding, it isn't very good. It's the off-putting kind of brash, ashy, and any moderately notable flavors are so fleeting as to be forgettable. Other, ryes in the same price range that are better options: Rittenhouse & Elijah Craig, Old Forester, Dickel, Sazerac, Hochstadter's vatted, and probably Bulleit. Also, the price on this seems to vary somewhat drastically; I bought this bottle in Wisconsin for $26 but in Denver it seems to go for $40+. I won't be buying it again any time soon at either price--maybe in another five years when I'm feeling optimistic.