The flavor reminds me of a sour hard candy, a nice balance of sweet and sour. Personally I am partial to sour flavors in general, but this one is just insanely delicious. A pleasantly sour background aftertaste twinged with the right amount of sweet- this flavor stays with you surprisingly long after puffing a cloud or two. I have to fight the urge to chase after my clouds, trying to inhale them again before they dissipate :p Seriously though, I like it that much. Flavor seems to be missing most of the kiwi/strawberry, but I don't find myself missing or searching for it, this juice holds up just fine without them. ADV for me without a doubt, this one is a winner.