Jerry Can Spirits Ltd
Source: gov.uk (2025-11-27)

We, the undersigned, commit to honour the Armed Forces Covenant and support the Armed Forces Community. We recognise the value Serving Personnel, both Regular and Reservists, Veterans and military families contribute to our business and our country.

The Armed Forces Covenant

An enduring covenant between the people of the United Kingdom, Her Majesty’s Government and all those who serve or have served in the Armed Forces of the Crown and their families

The first duty of Government is the defence of the realm. Our Armed Forces fulfil that responsibility on behalf of the Government, sacrificing some civilian freedoms, facing danger and, sometimes, suffering serious injury or death as a result of their duty. Families also play a vital role in supporting the operational effectiveness of our Armed Forces. In return, the whole nation has a moral obligation to the members of the Naval Service, the Army and the Royal Air Force, together with their families. They deserve our respect and support, and fair treatment.

Those who serve in the Armed Forces, whether Regular or Reserve, those who have served in the past, and their families, should face no disadvantage compared to other citizens in the provision of public and commercial services. Special consideration is appropriate in some cases, especially for those who have given most such as the injured and the bereaved.

This obligation involves the whole of society: it includes voluntary and charitable bodies, private organisations, and the actions of individuals in supporting the Armed Forces. Recognising those who have performed military duty unites the country and demonstrates the value of their contribution. This has no greater expression than in upholding this Covenant.

Section 1: Principles of the Armed Forces Corporate Covenant

1.1 We Jerry Can Spirits Ltd will endeavour in our business dealings to uphold the key principles of the Armed Forces Covenant, which are:
- no member of the Armed Forces Community should face disadvantage in the provision of public and commercial services compared to any other citizen;
- and in some circumstances that special treatment may be appropriate especially for the injured or bereaved.
Section 2: Demonstrating our commitment

2.1 Jerry Can Spirits Ltd recognises the value serving personnel, reservists, veterans and military families bring to our business. We will seek to uphold the principles of the Armed Forces Covenant, by pledging to the following:
- UK Service Veterans And Leavers
- UK Service Spouses And Partners
- UK Reservists
- Armed Forces Day
- Discounts
- Armed Forces Charities
- UK Wounded, Injured And Sick
- Additional Leave for Reservists
We also pledge the following:

• Displaying Armed Forces Covenant signage prominently at our business premises and website

• Promoting military heritage as a core value rather than a marketing tool, demonstrating genuine respect for service

• Proudly sharing our founder’s Royal Corps of Signals service history in our brand communications and marketing materials

• Using our platform to raise awareness of military service and sacrifice through authentic storytelling and content creation

• Offering flexible working arrangements to accommodate military commitments, deployments, and family needs

• Creating apprenticeship and mentoring opportunities specifically for transitioning service personnel

• Hosting networking events and tastings for military personnel and veterans

• Participating in military career fairs and transition workshops to support service leavers

• Collaborating with military welfare organizations to identify community needs and support opportunities

• Providing special commemorative products and limited editions to mark military anniversaries and significant dates

• Ensuring our products and services are accessible to military families regardless of posting location through nationwide delivery

• Supporting military families during deployment with flexible payment terms and delivery arrangements

• Partnering with NAAFI and military welfare organisations for product availability on bases and military facilities

• Supporting mental health initiatives for veterans through our charitable partnerships, with particular focus on PTSD and transition support services

• Contributing to research and programmes addressing veteran-specific health challenges

• Promoting awareness of veteran mental health resources through our communications channels

• Supporting organisations providing emergency accommodation for veterans facing homelessness

• Contributing to programmes helping veterans access suitable housing in civilian communities

• Participating in Remembrance Day commemorations and supporting local poppy appeals

• Supporting local military memorials and heritage preservation projects

• Engaging in local community initiatives that benefit military families

• Advocating for military community interests in local business networks and chambers of commerce

• Promoting civic awareness of military community contributions and needs

• Donating 5-15% of annual net profits to vetted armed forces charities, with transparent annual reporting of contributions and impact

• Prioritising organisations supporting veteran mental health, transition services, wounded personnel, and military family welfare

• Establishing long-term partnerships with 3-5 core military charities rather than dispersed one-off donations

• Actively seeking and prioritising veteran-owned suppliers and contractors where commercially viable

• Mentoring veteran entrepreneurs and small business owners in our supply chain

• Sharing business expertise and networks to support veteran-owned business development

• Ensuring all product development respects military heritage and avoids commercialising service or sacrifice

• Creating products that authentically celebrate military history and community rather than exploiting military imagery

• Consulting with military community members on product development to ensure appropriate and respectful approaches

• Maintaining professional standards that honour military values of reliability, integrity, and service

• Implementing business practices that demonstrate the same precision and attention to detail expected in military operations

• Building a company culture that embodies military values whilst serving the broader community

• Advocating within the spirits industry for greater support of military community initiatives

• Sharing best practices with other businesses to encourage Armed Forces Covenant adoption

• Leading by example in demonstrating how authentic military heritage can drive positive social impact

2.2 We will publicise these commitments through our literature and/or on our website, setting out how we will seek to honour them and inviting feedback from the Service community and our customers on how we are doing.