Of course this is a gimmicky tea - the color change and the exclusivity both. But it's more than a gimmick fortunately! Yes the color is pretty, and yes it's cool to watch change but the blueberry flavor is very nice in this tea. It's good both warm and iced, and doesn't need sweetener. I never sweeten my tea anyway, but this is one nobody should need to sugar up. This is definitely a tea I would make for friends... Except that I hoard it for myself. I'm stingy even with my own cups and I use it only as a special treat.