CJ CheilJedang launches premium K-spirits brand 'jari' in New York

Launch event Tuesday, partners day Wednesday

F&B industry figures to be introduced to partner breweries

Moono, a modern hansik restaurant in Manhattan, New York, where the jari US launch event is being held. [CJ CheilJedang]

CJ CheilJedang announced Tuesday it will hold a launch event for its premium K-spirits brand "jari" in New York, unveiling three premium Korean distilled spirits.

The event takes place Tuesday (local time) at Moono, a modern hansik restaurant in Manhattan, and features brand introductions, product unveilings and a K-food pairing dining program. Gregory Yep, head of CJ CheilJedang's lifestyle food business division, will attend alongside company officials and local figures from the F&B and cultural industries.

The products on show include Jari Munbaesul 24 and Jari Gamuchi 24, both released domestically in July, as well as Jari Munbaesul 41, which makes its US debut. Jari Munbaesul 41 features a higher alcohol content to bring out the deep, rich aroma characteristic of munbae.

Brand ambassador mixologist Hong Du-ui of Pine&Co and chef Kim Ho-young — who runs Moono and Jua, a Michelin one-star restaurant — will also take part, presenting cocktails made with jari spirits alongside a hansik tasting menu.

On Wednesday, a "K-Spirits X jari Partners Day" will be held at Gui Steakhouse in Manhattan, run by chef Shim Sung-chul of Michelin one-star restaurants Mari and Kochi. Key figures from New York's hansik dining scene and government officials will be invited to learn about jari and four of Korea's top craft breweries.

CJ CheilJedang will also introduce its partner breweries and their products: Munbaejuyangjowon, Danong Bio, Yesan Apple Wine — known for its "Chusa" brand — and Hoegok Brewery, which produces "Wolyeong Andong Soju." The four breweries have been participating alongside CJ CheilJedang in the government-led Global Next K-Food Project since April.

"The New York launch is the first step in showing the world the potential of K-spirits," a CJ CheilJedang official said. "We will work with domestic breweries to raise the profile of Korea's traditional liquors."

Jari Munbaesul 24, Jari Munbaesul 41 and Jari Gamuchi 24. [CJ CheilJedang]

andy@heraldcorp.com