I quite like this tea for its strong, nutty brown rice flavor, and its ease of preparation (pre-bagged) when I want genmai-cha but don’t want to deal with loose tea. I’ve found that the flavor is best when made with very hot water. When I try to brew it at work with the hot water from the water dispenser, the flavor is weak and pretty flat. But put it in a cup of nearly-boiling water and the flavor really blooms. It has a smell almost like broth – very rich and filling. The caffeine is low enough that I can drink several cups in a row, but just enough to give me a mild pep-up.
P.S. Please keep in mind that I am talking about an ease-of-preparation tea, not a fine loose tea. I wouldn’t treat (or rate) a fine loose tea on the same spectrum.