$30? I got the smaller bottle for about $20. It is bloody delicious. You can either mix it or shoot it straight, but I will warn you: at 94 proof, it's a pretty potent shot. My personal experience with it is offering a shot to my neighbor, then taking the shot after he waffled on it.
"Gah! It burns! It... Wait. That flavor. That's amazing. That's unlike anything I've ever tasted before." And then the afterburn.
If you mix it (say in a rum and coke), the burn goes away and you just get the mellow, deliciously complex flavor.