Juniper is the main botanical in Gin. In fact, really it should be the predominant botanical in anything called "gin".
Juniper, to us, has two main flavour contributions. The first and probably what its most known for is best described as "pine" or "Christmas tree". The fragrant aroma of fresh pine needles.
The second tends to be a lot more delicate. To us this is similar to mixed berries. We have been experimenting with whole, uncrushed juniper in an attempt to bring this flavour out more in relation to the pine aspect.