This is very much a subjective matter - but there are a few things at work.
The liquid stays fresher, longer, in the new amber brown glass bottles so giving it a good shake and an overnight worth of air (once) is highly reccomended. More air than that can diminish the flavor so don't over-do it!
A weekly shake and 10 minutes of air will really move the process along, too.
Keep the liquid away from heat - store in the basement away from light.
The cookie comes forward, the cinnamon recedes - so if you like the stronger cinnamon watch it closely.
interesting your take on no heat kent..
ive seen many vendors suggest a hot water bath to quick steep their liquids. i notice ive NEVER seen you say this (although i must admit.. ive far from read all your posts). I certainly havent ever tried to heat steep a nt juice but have seen it work for other brands.. just curious your official take on it superman...