It's pretty generic bourbon flavor and it shows a lot of youth. I've had better young craft bourbon and there are better mass-market bourbons at less than half the cost. Wild Turkey 101, OF100, and even EWBiB are better. This craft bourbon does not pass the better-than-$12 bourbon test. I will say though that their rye was really good from the small sample I had, but this one is a pass from me. Update: 2nd taste makes me think this is actually a little better than average. I still maintain that it's not better than EWBiB, however.