This gets better every time I drink it. I rinsed it for 15 sec and then steeped it for 4 min. Its a very earthy, very dark brown tea. It tastes like it smells, earthy. It would not be an everyday tea for me, but its great once in a while. I tried the 30 sec steeps and the tea just had no taste to it for me. It tasted like dark water. I guess thats why everyones taste is different. This way just works for me and I like it.