I'm pretty sure that they hit the goal that they were going for. It has a strong peanut butter taste. Some might say that it is more of a butterscotch taste. Maybe a little too much of a syrupy feel if drinking straight. But a little ice would remedy that immediately. For a 99 proof drink it doesn't taste bad at all and is easily drinkable with nothing else. This seems very mixable with other drinks to add a peanut butter or butterscotch taste without taking away from the potency. So far I've only mixed with their jelly flavored 99 proof liqueur. That mix doesn't taste bad and packs a hell of a punch.