I picked up another bottle of this just yesterday, it has been a while since I have had any. I remember always drinking this with ice so decided to try it neat. I poured it in the glass and let it warm up a little to room temp. I nosed it a little while it was warming and really thought I was going to be disappointed. It seemed to be a closed book, not letting itself open up. After about 15 min I nosed, no changes, then sipped. Thank goodness my nose was lying to me. It has a very robust mouth feel to it. Lots of pepper and cinnamon. It does have a lot of burn, but it is 103 proof, so that was expected. After about 30 to 45 min, the nose started to open up. Even though this stuff is on the bottom shelves in my area, I would rate it a mid-shelf-er. Now I am sorry I haven't picked up a bottle of this lately.