I used to drink this in college and always believed this to be just a cheap bottom shelf Vodka and as I aged I drank less Vodka and more Bourbon and other whiskeys and now I have made my way back to Smirnoff. It is not as bad as I remember but I do like Ketel One and Sobieski better. This is smooth enough to drink on the rock but neat it needs to be very cold. I mainly use vodkas to mix with other things and with Smirnoff I make Vodka Martinis and Vesper Martinis with Sutler's Gin and Cocchi Americano Bianco. And for that Smirnoff is perfectly fine. I do not look to any vodka for deep flavors and lingering tastes. That is what the whiskey family is for. This is a solid addition to my bar and it is at a very good price. Enjoy.