Although i am not a huge fan of honey, I am a Jack Daniels fan, especially some of the limited editions, single barrel being a favourite of mine, so, as a result i was bought this as a gift, nevertheless i gave it a go, it has that distinct honey aroma and it is a background suggestion with the expected rude interruption of fire on the first glass. The second glass and the honey flavour starts to make itself known, the flavour increasing in severity with every sip, sadly though for me, it became like an unwanted guest. So, it is unusual, nothing like No.7, a blind taste test would not give away the brand. In summary, the honey flavour is a bit crude, almost aggressive as you refill your glass, but that is probably because i am not a fan of honey? Then again, i like marmite, my better half hates it. So try it, see what you think, you might love it.