CJ CheilJedang(097950) said on the 19th that it will introduce the premium distilled liquor brand "jari" in Korea.
CJ CheilJedang plans to use jari to promote the cultural value and identity of traditional Korean liquor worldwide and develop it into a "K-distilled liquor platform." It also plans to launch products in the U.S. market this fall.
The products unveiled this time are two varieties: "jari Munbaeju 24" and "jari Gamuchi 24." CJ CheilJedang developed the products in collaboration with Munbaeju Brewery and Danong Bio.
The base spirits produced at each brewery underwent aging at a dedicated facility set up in Nonsan, South Chungcheong Province, in Jan. last year. The traditional distilled liquor base was aged in earthenware jars.
Jari Munbaeju 24 is a product that ages Munbaeju, a national intangible heritage, in earthenware jars across all four seasons. It uses Munbaeju base made with a traditional manufacturing method passed down through five generations.
Jari Gamuchi 24 is made by aging in earthenware jars the "Gamuchi" base, a modern reinterpretation of traditional rice soju. Both products have an alcohol content of 24%. The company said it set the proof so that overseas consumers unfamiliar with traditional Korean liquor can drink it with relatively little burden.
CJ CheilJedang plans to sell jari mainly through premium restaurants and fine-dining channels in Korea. It will then gradually expand culinary events and sales touchpoints where consumers can experience the products.
It is also pushing overseas expansion. This fall, it plans to launch jari in New York, a key market for global liquor trends, and raise awareness of K-distilled liquor among local consumers.
The brand name jari comes from the Korean "jari," where people gather in one place to share drinks and food. It carries the meaning that people, food, and culture are connected through alcohol.
A CJ CheilJedang official said, "'jari' is a brand planned through collaboration with small and midsize domestic breweries to convey not only the taste and aroma of traditional Korean distilled liquor but also the culture and sentiment contained within it," adding, "Going forward, based on synergy with K-food, we will broaden contact points with global consumers and showcase new possibilities for Korean food culture."