I didn't believe the hype. Nothing this cheap (especially in the rye category) could be that good. I needed a new rye, and I was both intrigued and reassured by the B-in-B designation. Great, clean, sweet and spicy rye flavor. Little hot on the backend for neat sipping, but is amazing for mixing. I'm always trying new stuff, but between quality and price, this is definitely my new default rye for the homebar.