CJ CheilJedang launches premium Korean spirits brand jari in New York

CJ CheilJedang has launched its premium Korean distilled spirits brand, ‘jari’, in the United States, beginning with a series of events in New York City. The company aims to expand the global presence of Korean drinking culture by targeting high-end dining and bar scenes.

The launch event, held at the modern Korean restaurant Moono in Manhattan, featured three products: jari Munbae Sul 24, jari Gamuchee 24, and the high-proof jari Munbae Sul 41. The presentation included food pairings and cocktails developed by Michelin-starred chef Kim Ho-young and mixologist Hong Doo-ui.

Following the launch, the company scheduled a ‘K-Spirits X jari Partners Day’ at Manhattan’s Gui Steakhouse. This event serves to introduce four domestic Korean distilleries—Munbaeju Brewery, Danong Bio, Yesan Apple Wine, and Hoegok Brewery—to local industry professionals and government officials. These distilleries are part of the government-led ‘Global Next K-Food Project’ designed to support the overseas expansion of Korean food and beverage companies.