CJ CheilJedang to Showcase Korean Traditional Spirits at PGA Tour CJ Cup Byron Nelson

CJ CheilJedang is using the PGA Tour’s CJ Cup Byron Nelson to promote Korean traditional spirits in the United States.

The company said May 7 it will serve cocktails made with Munbaeju and Gamuchi soju at this year’s tournament, aiming to introduce players and spectators to the aroma and flavor of Korean traditional liquor and build a foothold for expansion in global markets.

CJ CheilJedang also offered four Munbaeju-based cocktails at last year’s event. Munbaeju is a distilled spirit made from grains such as millet and sorghum, known for a wild pear-like aroma even without additives. Lee Seung-yong, head of Munbaeju Brewery, said, “It is meaningful to be able to introduce Munbaeju to local U.S. and global consumers again this year,” adding that he expects a positive impact on future sales.

The company is also preparing a traditional-liquor business to globalize “K-liquor.” In November last year, it partnered with small Korean distilleries and applied for a trademark for a premium distilled-spirit brand, jari. The name refers to a place where people gather and reflects an aim for Korean traditional liquor to “take its place” in consumers’ minds worldwide. CJ CheilJedang has signed contracts with Munbaeju Brewery and Danong Bio, which produce Munbaeju and Gamuchi soju, and is aging each base spirit at a maturation facility in Nonsan, South Chungcheong province.

Targeting the U.S. market, where consumers are familiar with K-food and value food-and-drink pairings, CJ CheilJedang plans to launch related products in the second half of this year. A company official said it will work to modernize the traditional-liquor industry and promote shared growth so Korean-style distilled spirits can become a leading Asian category alongside Japanese sake and Chinese baijiu.

CJ CheilJedang has recently stepped up K-food promotion through sports events. In February, it operated a “bibigo zone” in Milan, Italy, where the 2026 Milan-Cortina d’Ampezzo Winter Olympics were held, serving items including dumplings, chicken and tteokbokki.