It is very close to water white and very mild. Personally my wife and I prefer amber honeys. I sell a great deal of what we produce and I'm working on the pitch. I've read that many prefer the lighter and milder honeys. I'd like to hear other's experiences with this type of honey, sales and crystalization.. We had a big clover bloom this year, white sweet and yellow sweet, I guess the bees really latched on to it.