A complex beast. You either like it, or you don't! You can get different flavors on each sip. I kept picking things up for my first few sips. Those who don't like it will find and describe it as astringent. I find it smokey, slightly sweet, and definitely a salt water/seaweed vibe, I suspect that flavor is what turns many people off, but if that doesn't dissuade you, I think it's excellent!