Sailor Jerry's recipe is based on the tradition of sailors improving the flavour of their on-board rum rations. (The first nation to abolish issuing sailors daily rum was the U.S., which did so in 1862. New Zealand upheld the practice until 1990). Generally there were two ways to take the edge off rum. One was to age the liquid in wooden casks, which sailors rarely bothered with. The other way was to blend in spices. This is what most sailors did and it's what this distillery does as well.
Flavors of vanilla and oak with hints of clove and cinnamon spices.