CJ CheilJedang has launched a premium distilled spirits brand called Jari, with plans to enter the US market this fall as part of a broader global push.
The company recently held a launch event at the Korea Furniture Museum in Seongbuk-gu, Seoul, unveiling two expressions: Jari Munbaesul 24 and Jari Gamuchi 24. Lee Seon-ho, head of CJ Group's future planning division, attended alongside CJ CheilJedang executives and representatives from the domestic food and beverage and cultural industries.
CJ CheilJedang developed the spirits in collaboration with Munbaejoo Yangjoowon and Danong Biotech, aging each base liquor at a dedicated maturation facility the company built in Nonsan, South Chungcheong Province, in January last year.
Jari Munbaesul 24 is based on "munbaesul," a national intangible cultural heritage whose traditional production method has been passed down through five generations. Aged in onggi earthenware vessels through all four seasons, it offers a sweet, clear pear aroma, a smooth finish and a long aftertaste. Jari Gamuchi 24 blends the subtle sweetness of rice with tropical fruit notes for a clean, crisp close. Both expressions are 24 percent ABV.
The brand name draws on the Korean word "jari," which refers to the gathering place where people come together to share food and drink. It carries the idea of connecting people, food and culture through spirits, and reflects the brand's ambition to bring the distinct values and sensibility of Korean distilled spirits into global gastronomy.
CJ CheilJedang plans to introduce Jari through premium restaurants and fine-dining channels in South Korea before launching in the US — including New York, a hub of global spirits trends — this fall to showcase the appeal of Korean distilled spirits to international consumers.
"Jari is a brand we conceived through collaboration with small domestic breweries to convey not only the taste and aroma of traditional Korean distilled spirits, but also the culture and sensibility within them," a CJ CheilJedang official said. "Going forward, we will expand our touchpoints with global consumers by leveraging synergies with K-food and demonstrate new possibilities for Korean food culture."
soho0902@heraldcorp.com
