CJ CheilJedang is taking its premium Korean spirits brand ‘jari’ to New York as part of a broader effort to introduce Korean distilled spirits to international consumers.
The company said Sept. 22 that it is launching ‘jari’ in New York with a lineup of three premium spirits, using the city’s influential food and beverage scene as a platform to showcase Korea’s evolving drinking culture.
The launch event, scheduled at modern Korean restaurant Moono in Manhattan, will combine brand presentations with a Korean food-and-spirits pairing program. F&B professionals and figures from the local cultural scene are expected to attend.
The lineup consists of Jari Munbae 24, Jari Gamuchi 24 and Jari Munbae 41. The 41-proof Munbae expression is making its U.S. debut and was developed to deliver a deeper and more pronounced aroma associated with munbae, a traditional Korean pear-like fragrance.
Rather than positioning the products solely as traditional Korean liquor, CJ CheilJedang plans to demonstrate how Korean spirits can be incorporated into contemporary dining and cocktail experiences.
Bartender Hong Doo-ui, a mixologist with brand ambassador Pine&Co, will collaborate with Moono and Michelin-starred Jua chef Kim Ho-young to present cocktails and Korean dishes designed around ‘jari’.
The company will continue its New York activities on Sept. 23 with a ‘K-Spirits X jari Partners Day’ at Gui Steakhouse in Manhattan, operated by chef Shim Sung-chul, who also runs Michelin-starred restaurants Mari and Kochi.
The event will bring together representatives from New York’s Korean dining industry and government officials while introducing products from four Korean breweries working with CJ CheilJedang. The participating producers include Munbaeju Brewery, Danong Bio, Yesan Apple Wine, known for its Chusa brand, and Hoegok Brewery, producer of Wolyeong Andong Soju.
All four breweries have participated in the government-led Global Next K-Food Project since April, alongside CJ CheilJedang.
The New York launch reflects a broader shift in CJ CheilJedang’s approach to overseas expansion. Beyond exporting individual products, the company is seeking to build consumer experiences around Korean food and beverages by connecting spirits with restaurants, chefs and cocktail culture.
Industry observers note that the growing global interest in Korean cuisine is creating opportunities for Korean alcoholic beverages to move beyond niche traditional-liquor markets. Pairing spirits with Korean fine dining and contemporary cocktails could provide overseas consumers with a more accessible entry point into Korean drinking culture.
CJ CheilJedang plans to expand ‘jari’ into leading Korean restaurants and bars across New York following the launch. The company also intends to work with domestic producers to establish a broader platform for promoting Korean distilled spirits overseas.
A CJ CheilJedang official said, “The New York launch marks an important first step in introducing the potential of Korean distilled spirits to the global market. We will continue connecting ‘jari’ with Korean cuisine while working with local breweries to broaden awareness of Korean traditional spirits worldwide.”
