What is the major ingredient of Bitter It?

I was asked by someone what is the major ingredient in "Bitter It". And the major ingredient is denatonium benzoate, the world's bitterst substance.

Anyway, all you need is 5 drops of Bitter It to make 500ml's very bitter. Just be careful not to get it on your hands, or you make get a taste of it.

What does it taste like?

Well, think of the most bitter thing in the world... then times that by 100!!!

Very yuck to taste.

Roger