CJ CheilJedang said on the 7th that it plans to showcase cocktails made with Munbaeju and Gamuchi soju at this year's PGA Tour regular event, "THE CJ CUP Byron Nelson," to highlight the appeal of Korean-style distilled spirits to players, gallery members, and others.
Munbaeju is a traditional distilled spirit made from grains such as millet and sorghum. It is characterized by its distinctive wild pear (munbae) aroma without any additives. Previously, CJ CheilJedang introduced K-cocktails using Munbaeju for the first time at last year's THE CJ CUP. Local reactions at the time included, "Korean traditional liquor cocktails pair well with K-food" and "Not too sweet and refreshing, making them well-suited to American tastes."
This year, the company plans to broaden the Korean traditional liquor experience by introducing Gamuchi soju alongside Munbaeju. A CJ CheilJedang official said, "The United States is a market accustomed to enjoying food and alcohol together," adding, "We are focusing on introducing traditional Korean liquor as part of dining culture so that people can naturally experience it when eating Korean food known as K-food."
In November last year, CJ CheilJedang filed a trademark application for the premium distilled liquor brand "jari" in collaboration with small domestic breweries. The name carries the meaning of a "gathering place" where people come together over drinks and of Korean traditional liquor gaining a foothold in the global market.
CJ CheilJedang is currently aging base spirits produced in collaboration with Munbaeju Brewery (producer of Munbaeju) and Danong Bio (producer of Gamuchi soju) at its aging facility in Nonsan, South Chungcheong. In the second half of this year, it plans to launch products aimed at the U.S. market, which is familiar with K-food. The company is also reviewing ways to expand touchpoints with local consumers after the launch.