Light cinnamon-with-sugar aroma. Has a sweet, cinnamon hard-candy taste. I get some caramel. The flavor is mild, so it's easy for this to sneak up on you, particularly when used as a mixer. You know...it's almost like mild Fireball, LOL. Speaking of which, this would be better as a mixer where one is looking for mild rum taste and a hit of sweetness. Not offensive in taste & aroma, and a neat looking bottle, but not something to go out of one's way to get. Rating based on neat sipping.