George, the plain stuff is great in a dirty dry martini (I like mine with habanero stuffed olives). They also have one that's infused with smoked red salmon. Sounds foul, which if you take a plain shot of it, it pretty much is... (only way I can describe it in terms of personal experience is to be drinking vodka after baiting with slightly turned roe and smoking a ciggy. Not exactly pleasant) BUT, the shit is amazing in a bloody mary. If you've ever had a bloody mary at breakfast with high quality gravlox you can imagine how perfectly it works out.

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If you kill me it's self defense
And if I kill ya' then I call it vengeance
Spit in your eye I will defy
You'll be afraid when I call out your name