CJ CheilJedang's jari spirit brand expands to Los Angeles after New York debut
In short
CJ CheilJedang said its premium distilled spirits brand jari held a launch event at the Niku X restaurant in downtown Los Angeles on Sept. 29 local time, after its first US launch in New York. About 100 local dining and bar industry figures tasted three jari products paired with Korean food. Placements are confirmed at major New York Korean restaurants and bars, with sales there starting this month.
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CJ CheilJedang said on Oct. 5 that its premium distilled spirits brand jari held a launch event at the Niku X restaurant in downtown Los Angeles on Sept. 29 local time, after its first US launch event in New York. [ 1 , 2 , 3 , 5 , 7 , 8 ]
About 100 people from the local dining, bar and beverage industry attended the LA event, where the company presented three jari products and a pairing program with Korean food, according to the company and the outlets. Hankook Ilbo named the products as jari Munbaeju 24, jari Munbaeju 41 and jari Gamuchi 24, and said the cooperative story with small domestic breweries was also presented. [ 1 , 2 , 3 , 4 , 5 , 7 , 8 ]
Jari is a distilled soju brand that CJ CheilJedang made with Munbaeju Brewery and Danong Bio by aging Korean traditional liquor, Yonhap and Asia Economy reported. Asia Economy said the brand name comes from the Korean word for a gathering where people share food and drink, and that jari was launched in South Korea in July. [ 1 , 8 ]
The New York event came first, but the documents differ on its date. Yonhap, Hankook Ilbo and Asia Economy said it was held from Sept. 22 local time, with Hankook Ilbo describing a two-day event, while ZDNet Korea, Seoul Economic Daily and Dong-A Ilbo said the Manhattan partners day took place on Sept. 23, ZDNet Korea placing it at Gui Steakhouse. Attendees included people from Korean restaurants and bars such as Jung Sik Dang, Joo Ok, Jooa, Marie and Take 31, according to ZDNet Korea and Dong-A Ilbo, which said chef Sim Seong-cheol, who runs the Michelin one-star Marie and Kochi, and bartender Hong Du took part. [ 1 , 3 , 4 , 5 , 7 , 8 ]
CJ CheilJedang said it has confirmed placements for jari at major New York Korean restaurants and bars, including Jung Sik Dang, Joo Ok, C as in Charlie, Take 31, Seoul Salon and Nari, and will begin local sales this month and expand channels step by step, according to ZDNet Korea, Hankook Ilbo and Asia Economy. The company said inquiries from local Korean restaurants and bars about placements and menu use have continued since the New York event, ZDNet Korea reported. [ 1 , 3 , 4 , 5 , 8 ]
A CJ CheilJedang official said the company confirmed interest in K-spirits from the local dining industry in New York and LA and will work with local partners to expand channels where jari can be experienced, Yonhap reported. The official also said, in remarks carried by Hankook Ilbo and Asia Economy, that the company aims to offer a differentiated dining experience alongside K-food and to expand its role as a platform presenting K-spirits to the world market together with domestic breweries. [ 1 , 4 , 5 , 8 ]
Why it matters
The move tests whether a Korean distilled spirit brand built with small domestic breweries can win shelf and menu space in US dining, following earlier exports of Korean food products. For CJ CheilJedang, the New York placements give a first measurable sales channel, while LA remains a tasting event with no announced outlets yet.
Key facts
- CJ CheilJedang said jari held a launch event at the Niku X restaurant in downtown Los Angeles on Sept. 29 local time. [ 1 , 2 , 3 , 5 , 8 ]
- About 100 people from the local dining, bar and beverage industry attended, and three jari products were presented. [ 1 , 2 , 3 , 4 , 7 ]
- jari is a distilled soju brand made by CJ CheilJedang with Munbaeju Brewery and Danong Bio by aging Korean traditional liquor. [ 1 , 8 ]
- Hankook Ilbo named the three products shown in LA as jari Munbaeju 24, jari Munbaeju 41 and jari Gamuchi 24. [ 4 ]
- The LA event followed a New York launch held in Manhattan; outlets differ on whether that event was on Sept. 22 or Sept. 23 local time. [ 1 , 3 , 4 , 5 , 7 , 8 ]
- Placements are confirmed at New York Korean restaurants and bars including Jung Sik Dang, Joo Ok, Seoul Salon, Nari and Take 31, with sales starting this month. [ 1 , 3 , 8 ]
- Asia Economy reported jari was launched in South Korea in July. [ 8 ]
Confirmed by several sources
- jari held a launch event at Niku X in downtown Los Angeles on Sept. 29 local time. [ 1 , 2 , 3 , 4 , 5 , 7 , 8 ]
- About 100 local dining and bar industry people attended the LA event. [ 1 , 2 , 3 , 4 , 7 , 8 ]
- Three jari products were introduced at the LA event. [ 1 , 2 , 3 , 4 , 8 ]
- jari is made with Munbaeju Brewery and Danong Bio from aged Korean traditional liquor. [ 1 , 8 ]
- CJ CheilJedang confirmed New York placements for jari at Korean restaurants and bars and said local sales begin this month. [ 1 , 3 , 4 , 5 , 8 ]
Still unclear
- The date of the New York launch event Yonhap, Hankook Ilbo and Asia Economy put it on Sept. 22 local time, with Hankook Ilbo describing a two-day event, while ZDNet Korea, Seoul Economic Daily and Dong-A Ilbo said Sept. 23.
- Whether jari will be sold in Los Angeles restaurants or stores, and at what scale The documents describe the LA tasting event but announce no LA sales channels or volumes.
- The full list of New York venues where jari is confirmed Lists differ: Yonhap names Jung Sik Dang, Joo Ok, Seoul Salon and Nari, while ZDNet Korea and Asia Economy also include C as in Charlie and Take 31.
- Sales figures or targets for jari in the United States No revenue, volume or market-size figures appear in the documents.
What local media are saying
Timeline, local time
- Yonhap reports CJ CheilJedang's announcement that jari held a launch event at Niku X in downtown Los Angeles on Sept. 29 local time, after New York. [ 1 ]
- ZDNet Korea reports the New York partners day was held on Sept. 23 at Gui Steakhouse in Manhattan, with chef Sim Seong-cheol and bartender Hong Du taking part. [ 3 ]
- Hankook Ilbo names the three products shown in LA: jari Munbaeju 24, jari Munbaeju 41 and jari Gamuchi 24. [ 4 ]
- Asia Economy reports jari launched in South Korea in July and reached New York on Sept. 22 before the LA event a week later. [ 8 ]