Some gin suppliers relish the idea of being different. Hendrick's Gin has no qualms about being unique. According to James Bruton, marketing manager at William Grant, "We have no intention of pretending to be a vodka. I would be wary of doing that. We are a most unusual gin, but we're still a gin." Bruton stresses that if one is looking for a juniper gin, Hendrick's is not the one. "we took down the juniper levels and increased the coriander and introduced more subtle, soft flavors like rose and cucumber."