This is a cocktail that likes dilution, hence the shot of water in my recipe. And, a spoon full (or ½ spoon) of sugar certainly helps the medicine go...
This is great to test the quality of your gin. If it's still noticable after the addition of sugar (or gomme) and the bitters, it's a good gin. A nice long stir (60 seconds), or shaking, gives enough dilution without having to add water, works fine in my view.