The aroma is somewhat slight as it steeps. Perhaps my water wasn’t hot enough. Fascinating, I can see why they call it fireberry. It gives off notes of campfire smoke but don’t worry they aren’t strong like a lapsang. This is a mind-boggling tea. The smoky notes then turn into cranberry and hibiscus notes with elderberry swirling around them. The rooibos isn’t as strong as I thought it would be but it shows its face occasionally with earthy and sweet cookie notes.