This is tremendously aromatic. It smells like grapefruit at first but I quickly realize it’s more ORANGE than anything else. As for the taste I can taste Orange, Hibiscus, and Berries! The flavors are overtop of the rooibos flavor and it’s fruity, citrusy, and a little tart. Nothing I can’t handle…which leads me to believe the hibiscus isn’t jam packed in there which is fine by me! I would have to say the primary flavor and scent is the ORANGE tho! This is very flavorful for a bagged rooibos! I like it hot but KNOW I would like it ever more iced!!!!