Media Centre
Brand assets, company information, and resources for journalists, content creators, and media professionals covering Jerry Can Spirits®.
Our Brand
The essence of Jerry Can Spirits®: our story, values, and what drives us.
“Engineered for Reliability • Designed for Adventure”
Our Tagline
Brand Essence
The jerry can wasn't designed for beauty. It was engineered for absolute reliability. We believe rum deserves the same respect.
Brand Story
Jerry Can Spirits® is a British veteran-owned spirits company. Founded by Dan and Rhys, veterans of the Royal Corps of Signals who spent years talking about doing this before finally having a go, we take a straightforward approach to what we do.
Our name comes from the classic jerry can, designed in 1937 and still NATO standard today because it just works. That's the approach we take: function over form, quality without shortcuts.
Brand Values
Reliability
Like our namesake, we deliver consistently. We do what we say we'll do. Our colleagues, customers, and partners can count on us.
Authenticity
We're genuine. No pretence, no marketing fluff. Two mates who care about making good spirits.
Quality
Function over form. We focus on making something genuinely good, not just fancy-looking.
Community
We support the armed forces community that shaped us. 5% of profits go to Combat Stress.
Product Fact Sheet
Key product details for Expedition Spiced Rum.
Product Specifications
Key Ingredients
Dietary Information
Tasting Notes
Nose
Warm Madagascan vanilla leads with a rich, creamy softness, followed by Ceylon cinnamon and toasted oak, lifted by bright orange peel with clove and allspice in the background.
Palate
Silky and naturally sweet on entry thanks to agave, with ginger heat and cassia bark developing into layered baking spices.
Finish
Long, warming, and elegantly dry with oak tannins, vanilla, and a flicker of ginger.
Brand Assets
Download official logos, view our brand colors, and explore our typography. Please follow our brand guidelines when using these assets.
Logo Downloads
Need SVG or EPS? Contact press@jerrycanspirits.co.uk
Minimum Sizes
Clear Space
Maintain clear space around the logo equal to the height of the 'J' in 'Jerry' on all sides. This ensures the logo remains prominent and uncluttered.
Logo Misuse. Never:
Colour Palette
Click any colour to copy its hex code to clipboard.
Jerry Green (Primary)
Gold (Accent)
Parchment (Text)
Typography
Headings
Playfair Display
Used for all headings and display text
Engineered for Adventure
Premium British Craft Spirits
Body Text
Inter
Used for body copy and UI elements
The quick brown fox jumps over the lazy dog. Built for reliability and function over form.
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Tone of Voice
How we speak is as important as how we look. Our tone reflects our brand personality in every piece of communication.
Genuine
We speak honestly and directly. No marketing fluff or corporate speak. We say what we mean.
Warm
We're friendly and approachable, not cold or exclusive. We talk to customers like mates, not prospects.
Confident
We're proud of what we make, without being arrogant. We let quality speak for itself.
Down-to-Earth
We don't take ourselves too seriously. We can have a laugh while still caring deeply about what we do.
✓ Do
- • Use plain English, avoid jargon
- • Be conversational but professional
- • Get to the point, respect people's time
- • Use active voice where possible
- • Include personality, we're humans, not robots
✕ Don't
- • Use corporate buzzwords or clichés
- • Be preachy or self-important
- • Over-promise or exaggerate
- • Use overly formal or stiff language
- • Make claims we can't back up
Example
Instead of:
“Our premium craft spirits are meticulously crafted using only the finest ingredients, delivering an unparalleled drinking experience.”
Write:
“We make rum we're genuinely proud of. No shortcuts, no gimmicks. Just proper flavour.”
Photography Guidelines
Photography is a powerful tool for conveying our brand personality. All imagery should feel authentic, warm, and true to our values.
Authentic & Natural
Photography should feel genuine and unforced. We prefer natural light and documentary-style imagery over heavily staged or artificial shots.
Warm & Inviting
Images should have warmth, both in colour temperature and mood. Cold, clinical imagery doesn't represent our brand.
Quality Without Pretension
Our imagery should convey quality and craftsmanship without feeling pretentious or exclusive. We're premium but approachable.
✓ Do
- • Use natural lighting where possible
- • Show products in authentic contexts
- • Use consistent colour grading across image sets
- • Feature real people in genuine moments
- • Include outdoor and adventure-themed imagery
✕ Don't
- • Use generic stock photography
- • Over-edit or apply heavy filters
- • Use artificial or clinical lighting
- • Feature overly posed or fake-looking scenarios
- • Use imagery that contradicts responsible drinking
Company Information
Ready-to-use company descriptions and key facts for your coverage.
Company Boilerplate
Short Bio
~35 wordsJerry Can Spirits® is a British veteran-owned spirits company. Founded by Royal Corps of Signals veterans, we focus on quality over flash – making spirits we're genuinely proud of.
Medium Bio
~75 wordsJerry Can Spirits® is a British veteran-owned spirits company. Founded by veterans of the Royal Corps of Signals who decided to stop talking about it and actually have a go, we take a no-nonsense approach to what we do. Our name comes from the classic jerry can – designed in 1937 and still used today because it just works. Like the jerry can, we're focused on function over form: making spirits that are genuinely good, not just fancy-looking.
Full Description
~175 wordsJerry Can Spirits® is a British veteran-owned spirits company. Founded by Dan and Rhys, veterans of the Royal Corps of Signals who spent years talking about doing this before finally having a go, we take a straightforward approach to what we do. Our name comes from the classic jerry can – designed in 1937 and still NATO standard today because it just works. That's the approach we take: function over form, quality without shortcuts. We're not trying to chase trends. We just want to make something we're proud of and that people actually enjoy drinking. Based in the UK, Jerry Can Spirits® is a small operation run by two mates who care about getting it right. Whether you're an outdoors type or just fancy a decent drink, our Expedition Spiced Rum delivers honest quality and proper flavour. We're still learning and growing, but we're committed to making spirits that are worth your time.
Social Responsibility Statement
~30 wordsJerry Can Spirits commits 5% of profits to Combat Stress, a registered charity in England and Wales (206002) and Scotland (SC038828). This isn't marketing. It's who we are.
Co-Founders
Dan Freeman
Co-Founder & Director
Dan is a veteran of the Royal Corps of Signals. After his time in service he moved into civilian life with an idea brewing — make rum for the adventurous sort. No-nonsense spirits that deliver quality and taste without making any concessions.
Based in the UK, Dan is at the helm using the same level of dedication and focus he had when serving — real proof that with a small, passionate team and a commitment to quality, anything's possible.
Rhys
Co-Founder & Director
Rhys is a veteran of the Royal Corps of Signals (2011–2016). After leaving the military, he moved into Formula 1 onboard communications and live events telecoms — high-pressure environments where reliability and precision matter.
With a lifelong passion for making alcohol and an engineer's mindset, Rhys brings hands-on expertise to Jerry Can Spirits' recipe development and production process.
Key Facts
Founded
2025
Location
United Kingdom
Trademark
UK00004263767
Company Number
16618770
Product
Expedition Spiced Rum
Heritage
Royal Corps of Signals
Brand Guidelines
Complete brand guidelines including logo usage, trademark requirements, colour specifications, and typography standards.
Request PDFAwards & Accreditations
Recognition and commitments that reflect our values.
Armed Forces Covenant
Signatory to the Armed Forces Covenant, pledging support for the armed forces community, veterans, and their families.
Read our commitmentERS Bronze Award
Employer Recognition Scheme Bronze Award from the Ministry of Defence for our commitment to supporting the armed forces community.
British Veteran Owned
Certified British Veteran Owned business, verified and recognised for our military heritage and veteran leadership.
Worcester RFC MA Sponsor
Official Match Afternoon sponsor for Worcester RFC during the 2025/26 season, supporting grassroots community rugby.
Brand Milestones
Key moments in the Jerry Can Spirits journey.
31 July 2025
Jerry Can Spirits founded on Black Tot Day — the anniversary of the Royal Navy's last daily rum ration.
2025/26 Season
Worcester RFC Match Afternoon sponsorship begins.
6 April 2026
Expedition Spiced Rum official launch.
19 June 2026
Expedition Spiced Rum wins Bronze at the IWSC 2026, and Silver in the Rum & Cola serve category.
Target Audience & Pre-Launch Stats
Who we're building for and early traction.
Target Audience
Adventurous adults (25–45) who appreciate quality spirits without pretension — outdoor enthusiasts, military community, cocktail explorers, and those who value authentic British craft.
60+
Launched April 2026
A growing community of rum enthusiasts
Press Contacts
Press & Media Enquiries
press@jerrycanspirits.co.ukFor journalists, bloggers, and media professionals
Partnership Opportunities
partnerships@jerrycanspirits.co.ukFor collaboration and partnership discussions
Need a quick overview?
Download our media kit one-pager with brand overview, product specs, and co-founder bios — ready to print or save as PDF.
Download Media KitMedia Enquiry Form
Media Guidelines
Brand Usage
- •Please use official brand assets only
- •Maintain brand colours and typography
- •Do not alter or distort logos
- •Respect minimum size requirements
- •Use ® symbol on first mention
Content Standards
- •Factual and accurate reporting
- •Responsible alcohol coverage
- •Include appropriate age disclaimers
- •Credit Jerry Can Spirits® in features
- •Contact us for approval on major pieces
Legal Requirements
- •Include responsible drinking messaging
- •Use correct trademark notation (®)
- •Comply with ASA & Portman Group guidelines
- •Never depict individuals under 25 in advertising
- •Never promote excessive consumption
Social Media Presence
Find us across social media. We're @jerrycanspirits everywhere.
Facebook
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@jerrycanspirits
Instagram
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@jerrycanspirits
YouTube
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@JerryCanSpirits
LinkedIn
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Jerry Can Spirits Ltd