Aroma: Coconut, obviously, along with slight vanilla and toasted marshmallow -- yum! Flavor: Basically the same as the smell -- coconut, vanilla, & toasted marshmallow. Comparison to Malibu rum: Think of Malibu as watered-down Kula, like what you drank in college versus what you drink a few years after graduating. Malibu has more of a syrupy sweetness (but a watery mouth feel), mild flavor, no hint of marshmallow, and 14% less alcohol by volume! Drinking them side-by-side the Malibu has less impact on the senses. The toasted marshmallow of Kula is so obvious after a sip of Malibu. Kula is a bit on the sweet side for sipping, honestly, but fine when the missus needs a shot after a long day without the fuss of a mixed drink. However, it works well for mixed drinks. Rating based on neat sipping AND compared to Malibu rum (since this is meant more for mixing than sipping.