It is what it is. Strong, robust, malty, and caffeinated. Cream and sugar round out the flavor. It goes down easy, and is helping me to stay awake this morning. Kept the bags in the teapot, and the tea did not get bitter which is a major plus. Yes flavor is an important factor, however I’m willing to bet loyal drinkers of this tea do so for strength and systematic buzz to keep them going. Happy to be balancing my cupboard with dependable heavy caffeinators. Love the effectiveness of this tea. :)