CJ CheilJedang Takes Korean Premium Spirits Brand jari to Los Angeles After New York Debut

CJ CheilJedang is intensifying the U.S. expansion of its premium Korean distilled spirits brand, jari, moving its debut into Los Angeles just a week after launching in New York. The company aims to establish a presence for Korean spirits in the American dining and bar scene, moving beyond positioning jari as another imported liquor brand.

Instead, CJ CheilJedang is leveraging Korean cuisine, fine dining, and cocktail culture to introduce jari to U.S. consumers. A launch event for jari took place on September 29 at Niku X, a downtown Los Angeles restaurant, where over 100 industry representatives sampled three jari products and explored pairings with Korean food. The event also showcased jari's collaborations with smaller, independent Korean distilleries, positioning jari as a platform to showcase a wider range of Korean spirits.

The Los Angeles event followed a similar gathering in New York on September 23 at Gui Steakhouse in Manhattan. At both events, Korean spirits were paired with food and cocktails, with local chefs and bartenders introducing innovative ways to pair Korean distilled spirits with contemporary cuisine and drinks. Jari is slated for release at several prominent New York dining venues, including Michelin-starred restaurants like Jungsik and Joo Ok, as well as prominent bars such as C as in Charlie, Take 31, Seoul Salon, and Nari.

The company intends to increase consumer access to jari in October, partnering with local businesses to expand its retail and foodservice footprint. The strategy reflects a broader trend in introducing Korean spirits internationally, as Korean cuisine gains popularity in the U.S. By pairing spirits with established dining experiences, jari aims to make Korean spirits more accessible to consumers unfamiliar with the category.

However, turning initial interest from chefs, bartenders, and Korean dining operators into sustained consumer demand will be a challenge. Despite the competitive U.S. spirits market, CJ CheilJedang believes the growing popularity of Korean food presents an opportunity to introduce Korean spirits as part of a larger cultural and culinary experience.