Just to add to the previous reviews, I think you have to go into this one realizing that this is essentially a micro distillery (well, small batch at the very least, Koval isn't tiny). So what you're supporting is a craft distillery and a hand crafted product.
The truth of it is, if you're looking for top quality flavour, most people will learn towards spirits aged 10+ years, which is totally understandable, spirits aged that long are smooth and easy to drink and have tons of unique flavours. For a small distillery, 10 years is almost unfathomable.
But what you don't get with a big distillery is unique spirit ingredients like millet, nor organic grains (in most cases), so that's what makes this a unique product. Supporting a small company who didn't bulk create the spirit, plus a unique flavour profile is what you're paying for. So at $37, it's a steal!
I wouldn't go as far as to compare the big guys like Crown and CC to Coors and Labbat's, but that's probably the closest comparison in the spirit market. Except in this case, the big companies have the benefit of tons of barrel aging to mask the bulk spirit production, so their product is easy to consume and hard to reject at their affordable price points.
To each their own, and there's something to be appreciated in all spirits, craft or bulk. Nice to see people so willing to try a relatively unknown craft product like this in the spirit category. Spirits has a long way to catch up to craft beer, but it's clearly on its way.