Martin Millers did not just want to make another Gin in the middle of the new wave of gins, he wanted to make the best Gin of all.
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For this he did not look at the means to achieve the ends. He innovated in the distillation methods, separated the ingredients to obtain a more intense flavor of each one and, more importantly, it used the purest water of all, of Iceland. This water has no pollution and is the mildest there is.