Certainly an acquired taste, yet one I thoroughly enjoy. My first encounter was when I was working in Turkey. I had come down with a terrible chest cold and thought this might help me to sleep, as it had an aroma similar to "NyQuil." I slept like a baby and awoke fresh and revived. The taste is on the order of black licorice. Best served on ice with water. Delicious when served with fruit. The export version acquired here in the States is lower in alcohol than the potent Turkish market variety. Still efficient at 90 proof.