CJ CheilJedang is introducing three premium Korean distilled spirits under its Jari brand to the US market, starting with launch events in New York, the company said Tuesday.
The food company will unveil Jari Moonbaesool 24, Jari Gamuchi 24 and Jari Moonbaesool 41 at Moono, a modern Korean restaurant in Manhattan. The program will pair jari-based cocktails with Korean dishes, presenting the spirits alongside contemporary Korean cuisine.
Gregory Yep, head of CJ CheilJedang’s Lifestyle Food Division, will attend alongside local food, beverage and cultural figures. Participants also include Hoyoung Kim, chef of Michelin-starred Korean restaurant Jua, and Hong Du, a mixologist at Pine & Co. and Jari brand ambassador.
All three products won awards at both the International Wine & Spirit Competition and the International Spirits Challenge this year. At the IWSC, Jari Moonbaesool 24 scored 94 points, while Moonbaesool 41 received 91 points, according to the company.
On Sept. 23, the company will hold a separate K-Spirits X Jari Partners Day at Gui Steakhouse in Manhattan, operated by chef Sungchul Shim, who also runs Michelin-starred restaurants Mari and Kochi.
The event will introduce four Korean partner distilleries to the New York restaurant industry and government representatives.
The producers have worked with CJ CheilJedang since April under the government-led Global Next K-Food Project, which selected 145 companies this year to support overseas expansion.
“The New York launch of Jari marks the first step in showcasing the potential of Korean distilled spirits on the global stage,” a CJ CheilJedang official said.
The company said it plans to expand the brand through Korean fine-dining restaurants and bars in New York while working with domestic distilleries to increase global awareness of traditional Korean spirits.
yejinlim@heraldcorp.com
