in their Press release they said they formulated it to be "sweet to heat", and I'd agree with that..
starts off real sweet and then turns somewhoat hot/spicy..
the flavoring is more apparent than the alcohol, so i think anyone can do this... i see it doign well in bars as a shot ("4 tattoos!")... i dont know what it would mix well with as the flavor of the shot is quite weird and really does seem to change on you... maybe it would still go well with cola though..