CJ CheilJedang launches premium Korean spirits brand in US

South Korean food conglomerate CJ CheilJedang has introduced its new premium soju brand, jari, to the United States. The move aims to capitalize on growing international interest in Korean cuisine and alcoholic beverages.

South Korean food giant CJ CheilJedang has introduced its new premium soju brand, jari, to the United States. Food Navigator reports that the soju brand was first unveiled within South Korea in July 2026 and later launched in the US in September, while 헤럴드경제 notes that a launch event took place on Tuesday in New York. US Launch and Products The US launch introduced jari as a contemporary and authentic Korean distilled soju available at select stores and premium Korean restaurants in New York, including Michelin-starred fine dining establishments. The launch features three expressions: jari Moonbaesool 24, jari Moonbaesool 41, and jari Gamuchi 24, with 헤럴드경제 spelling the Munbaesul name slightly differently. Food Navigator notes that the US launch introduced distilled expressions at 24% and 41% alcohol by volume (ABV), positioning the brand towards consumers seeking a different kind of soju experience. IWSR US consulting director Koryn Ternes says that the growth of soju in the US is very closely linked to the rise of Korean culture, whether that is entertainment, food, or broader lifestyle trends, and that consumers are often first introduced to soju through Korean culture. Innova Market Insights' 2026 analysis identifies premiumisation as one way brands have sought to protect growth, while warning that younger consumers' growing preference for moderation poses a longer-term challenge. Events and Partner Breweries The launch event took place on a Tuesday at Moono, a modern hansik restaurant in Manhattan, featuring brand introductions, product unveilings, and a K-food pairing dining program, according to 헤럴드경제. Gregory Yep, head of CJ CheilJedang's lifestyle food business division, attended alongside company officials and local figures from the F&B and cultural industries. Gregory Yep, who is also cited as CJ CheilJedang CEO by Food Navigator, states that the U.S. launch of jari is an important step in expanding the presence of Korean spirits in a global market that has already embraced so many aspects of Korean food and culture, and that the brand can help open new possibilities for how Korean spirits are discovered, served, and enjoyed. Brand ambassador mixologist Hong Du-ui of Pine&Co and chef Kim Ho-young, who runs Moono and Jua, took part by presenting cocktails made with jari spirits alongside a hansik tasting menu. 헤럴드경제 reports that on Wednesday, a Partners Day was held at Gui Steakhouse in Manhattan, run by chef Shim Sung-chul, where key figures from New York's hansik dining scene and government officials were invited to learn about jari and four of Korea's top craft breweries. CJ CheilJedang introduced partner breweries and their products, which include Munbaejuyangjowon, Danong Bio, Yesan Apple Wine, and Hoegok Brewery. The four breweries have been participating alongside CJ CheilJedang in the government-led Global Next K-Food Project since April. A CJ CheilJedang official states that the New York launch is the first step in showing the world the potential of K-spirits and that the company will work with domestic breweries to raise the profile of Korea's traditional liquors.

Read source: Food Navigator