I tried this at a food festival yesterday and half expected it to be sickly sweet or red winey....I was wrong. The first mouthful is a shock to the system, in a great way! It's smooth, deep, there's no bitter after taste, it's not sugary. The chocolate is rich and dark. It's a funny experience watching friends and family taste it also. I've bought 5 bottles in 2 days! I'm hooked already. A must try!