Never could develop a taste for it myself. The same is true of scotch, which I find unfortunate. I like a good single malt, like Glen Livet or Glen Fiddich, but mostly because it kinda tastes like bourbon to me, so it shouldn't be wasted on my uncouth palate. I am a bourbon guy. A good wheat blend, such as Makers Mark or Wellers, as opposed to the more common rye blends. A few Tennessee mashes work for me, as well. I think Jack Daniels is rot gut. I don't get its popularity other than the fact that they have great marketing. Sort of the HD of whiskeys.