“Aroma” is right, but it’s funky…quite fishy and maybe a little smoky….not exactly inviting. The tea is quite drinkable, but for all its “aroma” has hardly any flavor. Seems mild in effect also. Every time I steep a pot it’s like I’m standing outside of a fish-processing plant. Hard to believe anyone really enjoys this smell. Tea is brownish red in color, which gets deeper by the potful. I find that as the day wears on, I’m not looking forward to drinking more….it’s a little bit like drinking sewage. It’s basically a caffeine delivery vehicle.