It's called TH (Throat Hits) because of the nic and voltages, you need to either lower your nic % or play around with your voltages. Certain e-juices also comes 'pre-steep' (left for a few days in dark/airing it) so it can be quite rich and slightly potent. Most 'hand-crafted' e-juices from US usually are, but again that comes as vaping experience, everyone like their stuff to come in rich, then they can water it down with their own PV/VG. You also might wanne check if you're allergic to PG (Propylene Glycol) and request your e-juices to mix with VG and PG-alternatives. Some US-based ejuice companies does offer that. Try a creamier e-juice instead of sweet fruits, might not be the PG.