As almost all my friends are still in the bar and liquor industry, we all call it the perfect storm. Tastes pretty decent straight out the freezer, its not expensive, even their swag on the website is cheap, and its an easy shot for bartenders to pour quickly and customers to shoot. The liquor rep dropped off Evan Williams' knock off of it last night, and it was not good, even effin' cold. Wasn't terrible, but I would never order it again, but everyone likes fireball and my local outpours it to Jager 100 fold, and maybe 20% more than Patron. I don't think it will last forever like goose and Patron, but I think its many more years before something replaces it.