CJ CheilJedang Launches Premium Distilled Liquor 'Jari'...US Entry Planned for Fall

Brand Name Inspired by Korean ‘Jari,’ a Gathering to Share Food and Drinks
Launching Domestically Ahead of Global Market Expansion
Plans to Develop a K-Distilled Spirits Platform
Lee Sunho, Head of Future Strategy and Eldest Son of Chairman

On July 19, CJ CheilJedang announced that it is launching its premium distilled liquor brand, 'Jari,' in Korea and will be targeting global markets.

The brand name 'Jari' is inspired by the Korean tradition of gathering together to share drinks and food, known as 'jari.' The brand embodies the concept of connecting people, cuisine, and culture through liquor. According to the company, the brand direction reflects an ambition to expand the unique values and ethos of K-distilled liquor into global culinary culture.

Two new products from CJ CheilJedang's premium distilled liquor brand 'Jari'. Provided by CJ CheilJedang

The launch event for Jari was recently held at the Korea Furniture Museum in Seongbuk District, Seoul, and was attended by Lee Sunho, Head of Future Strategy Planning at CJ Group, as well as executives from CJ CheilJedang and key figures from the domestic food and beverage (F&B) and cultural sectors. The event featured an introduction to the Jari brand, a product unveiling, and a K-food pairing dining program.

The products unveiled at the event included two varieties: 'Jari Munbaeju 24' and 'Jari Gamuchwi 24.' Jari Munbaeju 24 features the traditional distilling method of 'Munbaeju,' a National Intangible Cultural Heritage liquor passed down over five generations, and is matured for four seasons in onggi clay jars. It is characterized by harmonious notes of sweet and delicate pear aroma, a smooth finish, and a lingering aftertaste. Jari Gamuchwi 24 reinterprets the traditional rice-based soju 'Gamuchwi' with a modern distillation method and matures it in onggi jars, resulting in a subtle sweetness of rice and tropical fruit notes for a clean finish.

Two new products from CJ CheilJedang’s premium distilled liquor brand 'Jari'. Provided by CJ CheilJedang

Previously, CJ CheilJedang collaborated with Munbaeju Brewery and Danong Bio to mature each base liquor at a dedicated aging facility established in January last year in Nonsan, Chungnam Province, creating these premium products. Both offerings are bottled at an alcohol content of 24%, allowing global consumers who are new to Korean traditional liquor to enjoy them with ease. CJ CheilJedang envisions Jari as more than just a product, but as a 'K-distilled liquor platform' that promotes the cultural value and identity of Korean traditional liquor to the world.

Initially, Jari will be introduced through domestic premium restaurants and fine dining channels, with plans to expand culinary touchpoints where Korean consumers can experience it. This fall, the company plans to launch in the United States—beginning with New York, a global hub for liquor trends—to promote the excellence and appeal of K-distilled spirits on the world stage.

A CJ CheilJedang representative stated, "Jari is a brand conceptualized in collaboration with domestic craft breweries to deliver not only the taste and aroma of Korean traditional distilled liquor, but also the culture and sentiments embedded within. Moving forward, we will expand our reach to global consumers, leveraging the synergy with K-food to showcase new possibilities in Korean food culture."

This content was produced with the assistance of AI translation services.