I admit, I hated this at first. I told a fellow Steepster in a PM that the taste reminded me of chewing tobacco. This is my last sample bag of it and I decided to give it one more try, just to make sure I still hated it. I am glad I did. This time, instead of beet sugar crystals, I used regular table sugar and added cream until it was the color that I prefer my coffee. OMG, it is really good. I taste some hints of chocolate and the background of what I thought tasted like chewing tobacco accents it very well. I would have never thought I would have 3.5 oz of this in my cart, but I do. I just don’t know if I am going to pull the trigger or buy Fengqing Dragon Pearl Black Tea instead.