It's caught in very cold waters, which gives it a very real fresh flavor, whereas warm-water fish tends to taste a little washed out. The Copper River salmon frenzy is so high that Pacific Northwest restaurants are booked full weeks in advance. As it compares to other salmon, it has a great, rich, buttery taste that has no match. Some Seattle-area restaurants like Sazerac even plan special menus around it. Their Copper River salmon and wine dinner, a multicourse feast with complementary wines, is an annual sellout.
People just love it.