Gin tasting notes are useless unless you know the tasting preferences of the reviewer, so here's my personal CliffNotes: I dislike juniper. Not an intense, all-abiding dislike, but it's just not a flavour I seek out. I find Beefeater unpleasant. So I'm generally into the new breed of gins, and this is a good one. There's juniper here, certainly, but it plays its role nicely, complemented by a nice, rich, three-dimensional citrusy, spicy kick. The base spirit is clean, the overall experience is fresh and pleasant. I'm a fan. I do not think this would work particularly well in a martini (maybe if you're going the lemon-twist route, rather than the olive route?), but I'm not a martini guy; my gin vice is gin on the rocks with a twist of lime--and in that context, I find this juice pretty likeable, particularly for the (very reasonable) price.