CJ CheilJedang is expanding the distribution of its premium distilled spirit brand 'Jari' from New York to Los Angeles.
On September 29, the company held a launch event for Jari at the downtown LA restaurant 'Niku X.' Over 100 local dining and bar industry professionals attended, sampling three Jari products paired with Korean cuisine.
The Jari lineup includes 'Jari Munbaeju 24,' 'Jari Munbaeju 41,' and 'Jari Gamuchi 24.' CJ CheilJedang developed Jari by collaborating with domestic breweries such as Munbaeju Brewing and Danong Bio, using a method that ages traditional liquor extracts. The Munbaeju 24 and Gamuchi 24 were first released in South Korea in July, while the Munbaeju 41 was unveiled for the first time in the U.S. market.
Prior to this, CJ CheilJedang held a local launch event and Partners Day in Manhattan, New York, on September 22-23. Key representatives from major Korean restaurants and bars, including Jeong Sikdang, Joo Ok, Joo Ah, and Mari, attended. Following the New York event, inquiries about product placements and menu integration have continued to come in from local dining establishments, the company reported.
Sales channels have already been secured. Jari will be featured in Michelin-starred restaurants such as Jeong Sikdang and Joo Ok, as well as prominent dining venues in New York like C as in Charlie, Take 31, Seoul Salon, and Nari. CJ CheilJedang plans to gradually expand its local sales channels starting this month.
Before entering the U.S. market, all three Jari products submitted to the International Wine and Spirit Competition (IWSC) and the International Spirits Challenge (ISC) this year received awards. 'Jari Munbaeju 24' won a gold medal at the ISC, while the other products received silver and bronze medals.
CJ CheilJedang aims to initially promote Jari through Korean dining establishments before expanding its distribution network to bars and liquor stores. The strategy is to leverage the existing local dining channels established by K-food to broaden the consumer touchpoints for Korean liquor. The company has been preparing for its U.S. market entry since last year by hosting pairing events between Korean traditional liquor and New York Korean restaurants.
A CJ CheilJedang representative stated, "Through the launch events held in New York and LA, we have confirmed the local culinary industry's high interest and growth potential for K-distilled spirits. We will continue to expand our role as a platform to promote the appeal of K-distilled spirits in the global market in collaboration with domestic breweries."
* This article has been translated by AI.
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