After finally cracking my bottle, I can understand why this is a controversial drop. Where other whiskys go for one big bold flavour (smoke, peat, fruit, etc), or have outstandingly complex flavours mingled together, this does not. The overwhelming impression from drinking Blue Label is "smooth". Nothing is yelling loudly, everything is calm and soft and gentle. I can see that after spending big $$$ people wanted something big, and this isn't big at all, its small and quiet...and that on its own is truly outstanding. One bit of advice - even if you're an avowed 'on the rocks' drinker - skip the ice or even the water with this one. It is so gentle so as to completely disappear with even a little water.