CJ CheilJedang has unveiled its premium distilled spirit brand 'jari,' marking its entry into the global liquor market. The brand aims to promote the cultural value and identity of traditional Korean alcohol through a 'K-Distilled Spirit Platform' in collaboration with local breweries.
On July 15, CJ CheilJedang held a launch event for 'jari' at the Korea Furniture Museum in Seongbuk-gu, Seoul. The event was attended by Lee Sun-ho, head of CJ Group's Future Planning Group, along with company officials and representatives from the domestic food and beverage and cultural industries.
The name 'jari' is inspired by the Korean culture of gathering to share food and drink, symbolizing the connection between people, food, and culture through alcohol.
The newly launched products include 'jari Munbaeju 24' and 'jari Gamuchu 24,' both with an alcohol content of 24%, designed to be easily enjoyed by global consumers new to traditional liquor. The packaging is shaped like traditional Korean earthenware, visually emphasizing its Korean heritage.
To enhance product quality, CJ CheilJedang partnered with renowned traditional liquor makers Munbaeju Brewery and Danong Bio. In January of last year, they established a dedicated aging facility in Nonsan, South Chungcheong Province, where the original spirits from each brewery are aged in earthenware to create premium products.
'jari Munbaeju 24' is crafted using the traditional brewing method of the nationally recognized Munbaeju, undergoing seasonal aging to achieve a smooth finish and pear aroma. 'jari Gamuchu 24' reinterprets traditional rice soju in a modern way, aging the Gamuchu soju base in earthenware to highlight its subtle sweetness and tropical fruit notes.
The launch event also featured a pairing dining program showcasing the harmony between 'jari' and K-food. Bartender Hong Du-yi from brand ambassador Pine&Co collaborated with Chef Kim Hee-eun from the Michelin-starred restaurant Soul to present unique cocktails and a Korean course menu using 'jari.'
CJ CheilJedang plans to initially introduce 'jari' in premium restaurants and fine dining channels in South Korea, with plans to expand into the global liquor market, starting in New York this fall, to leverage synergies with K-food.
A representative from CJ CheilJedang stated, "'jari' is a brand developed in collaboration with local breweries to convey not only the taste and aroma of traditional Korean distilled spirits but also the culture and emotions they embody. We aim to broaden our reach with global consumers and showcase new possibilities for Korean food culture through synergies with K-food."
* This article has been translated by AI.
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