"Not Sold in Supermarkets"... The Distilled Spirit Completing Chairman Lee Jaehyun's K-Gastronomy Dream

CJ CheilJedang Unveils K-Distilled Spirit "Jari"
Not Supplied to Domestic Retail Channels, Including Hypermarkets
Targeting Overseas Markets... Betting on Korean Dining in the U.S.

Lee Jae-hyun, chairman of CJ Group.

"I will make it so people around the world eat Korean food and enjoy Korean culture once or twice a month."

A grand dream that CJ Group Chairman Lee Jae-hyun had 30 years ago has come full circle. Amid growing global interest in Korean cuisine, the distilled spirits Jari, created by CJ CheilJedang in partnership with local distilleries, completes the Korean dining experience.

According to the food industry on Oct. 15, Jari's Munbaeju 24, Gamuchi 24 and Munbaeju 41, launched by CJ CheilJedang in July, are available in South Korea only at food-service businesses operated by CJ. They are not sold through retail channels, including hypermarkets.

Overseas, Jari is sold only at Korean fine-dining and casual-dining restaurants in New York and Los Angeles, including Jungsik (three Michelin stars), Joo Ok (two stars), Seoul Salon, Niku X and Hojokban LA.

Completing the K-gastronomy experience with Jari... Reflecting Chairman Lee's vision

The move is said to reflect Chairman Lee's vision. As Korean restaurants, particularly in major cities such as New York and San Francisco, have earned high praise from the Michelin Guide and emerged as an important part of the global culinary scene, Jari was introduced as a liquor that pairs well with Korean food.

Chairman Lee is said to have expressed disappointment that there was no suitable liquor to accompany Korean food as its popularity grew in the United States. Soju, one of Korea's signature liquors, has limitations when paired with dishes served at Korean restaurants, while makgeolli has a short shelf life and high sugar content, which can make it polarizing. As a result, it has not attracted much interest at Korean restaurants. The plan is to complete the K-gastronomy experience introduced to U.S. consumers through brands such as Bibigo with Jari.

CJ Group is investing heavily in Jari, with Lee Sun-ho, the chairman's eldest son and head of the Future Planning Group, attending its launch event in person. In May this year, Jari-based cocktails were also served at THE CJ CUP Byron Nelson, a regular PGA Tour event.

Premium Korean distilled spirits... Targeting the U.S. market with a new category

CJ CheilJedang created a new category of "premium Korean distilled spirits" by combining the capabilities of a local distillery in Wonju with the company's global branding expertise. CJ CheilJedang visited more than 100 distilleries across the country to find spirits that could showcase the potential of Korean distilled liquor. Rather than distilling the liquor itself, it chose to build a new brand experience around the base spirits and production techniques that local distilleries have refined over many years, and introduce it to overseas markets.

Jari Munbaeju is aged in earthenware jars through all four seasons and made using the traditional method of Munbaeju, a National Intangible Cultural Heritage that has been handed down through five generations. Jari Gamuchi is made by aging Gamuchi Soju, a traditional rice soju reinterpreted through modern distilling methods, in earthenware jars. CJ CheilJedang has partnered with Munbaeju Yangjowon, which produces Munbaeju, and Danong Bio, which produces Gamuchi Soju. At a dedicated facility established in Nonsan, South Chungcheong Province, the company carries out aging, blending and other processes using each producer's base spirit.

CJ CheilJedang has focused on using Jari in cocktails as a way to complete the Korean dining experience. A CJ CheilJedang official said, "Before launching Jari, we expanded our points of contact with overseas consumers and continually tested the potential of Korean distilled spirits. Rather than competing with existing low-priced diluted soju, we aim to offer a new choice in the global premium spirits market, drawing on the distinctive flavor and cultural value of Korean distilled spirits."

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