CJ CheilJedang held a pairing event in New York that combined Korean food and traditional liquor to launch the premium distilled spirits brand "jari" in the U.S. market in the second half of next year.
On the 21st, CJ CheilJedang said it held an event (The Korean Table-Sip&pair by jari) to promote traditional liquor culture in collaboration with the Korean restaurants Hojokban and Nari in New York. It is the first event to raise brand awareness ahead of the launch of the premium distilled spirits brand "jari" in the United States in the second half of next year.
Hong Du-ui, the owner-bartender of the World Class Korea-winning bar Fine&Co, took part as a brand ambassador and unveiled six cocktails made with Moonbaeju and Baekryeon makgeolli from domestic breweries. The event also introduced six dishes that pair well with traditional liquor cocktails, including yukhoe tartare and potato jeon. Visitors received goods such as coasters engraved with the "jari" brand logo.
Local consumers who visited the venue said they "experienced the charms of Korean traditional liquor in depth," "hope the K-cocktails presented this time will be offered as regular menu items," and that "it was a meaningful time that sparked interest in various Korean foods and K-liquor."
Nari representative Lee Junmo said, "This event was an opportunity to confirm the growth potential of traditional liquor," adding, "as K-food has taken root globally, if efforts to promote Korean liquor continue, the culture of enjoying it with Korean food will also spread."
CJ CheilJedang aims to gauge consumer response to K-traditional liquor in the U.S. market through this collaboration and broaden touchpoints with local consumers. In the early phase of its U.S. market entry, the company plans to introduce "jari" mainly through Korean restaurants while expanding sales to bars, liquor stores, and major distribution channels to raise brand awareness.
A CJ CheilJedang official said, "Just as wine is paired with cheese or pasta, we will spread a culture of naturally enjoying our liquor with Korean food," adding, "as Bibigo has established itself as a leading K-food brand, we will nurture 'jari' into a representative K-liquor brand in the global market."