I gotta admit I find it a little odd that they named what they are calling a "Genever-style" gin after the Aviation cocktail. I don't think anybody advises using Genever in the Aviation. Actually, it's a bit odd that they would launch a "Genever-Style" gin as their first gin, period. It's true, Genevers can be hard to find in the US; but, they are called for in few cocktails. I can find 11 in the cocktaildb and Chas Baker calls for it in the Hemingway attributed "Death in the Gulf Stream".
I just tried a couple Aviations with the Aviation Gin and have to say that I'm not that impressed. I tried a few different recipes with and without creme de violette but none struck me as being any better than other gins I've used. I'll stick to the Miller's Westbourne Strength for my Aviations (since I can't get the Plymouth Navy Strength here in the US).
Personally, I think it would be nicer to have a well made modern example of an Old Tom gin.
donbert, have you had other Genever gins? Do you think the Aviation Gin compares to them?
Anyone know if they are using any malt wine in their distillate?
Oh, and Aviations aside, I thought the Aviation Gin made a pretty interesting Improved Holland Gin Cock-tail.