Traditionally there would have been less emphasis on juniper in a London Dry Gin but Jarrold's wanted to mix it up a bit. They're sticking to the rules of a London Dry by using a premium distilled alcohol made from British grain. Nothing added during the distillation other than their seven botanicals and nothing when they're finished apart from cutting it back with local water to a very drinkable 48% ABV. They turned to the Dutch for the heavier juniper notes which they love and combined and balanced the two traditions together.
The result is a super smooth beautifully balanced drinking experience which they hope will convince you to make it your go-to bottle as well.