[Edaily Reporter Kim Ji-woo ] CJ CheilJedang Corp(097950)is launching “Jari,” a premium distilled spirits brand that reinterprets traditional Korean liquor in a modern way, and is set to target the global spirits market.

CJ CheilJedang Corp. announced on the 19th that it recently held a “Jari” launch event at the KoreaFurniture Museum in Seongbuk-gu, Seoul, where it unveiled the brand’s vision and two new products. The event was attended by CJ CheilJedang Corp. officials, including Lee Seon-ho, Head of the Future Planning Group at CJ Corp., as well as representatives from the domestic food, beverage, and cultural industries.

The products unveiled that day were “Jari Munbaesul 24” and “Jari Gamuchi 24.” CJ CheilJedang Corp. collaborated with traditional liquor brewer Munbaeju Brewery and Danone Bio to age the respective base liquors at a dedicated facility established in Nonsan, South Chungcheong Province, in January of last year. The brand name “Jari” is derived from the Korean concept of “jari,” which refers to gatherings where people come together to share food and drink. The company explained that the name embodies the idea that people, food, and culture are connected through alcohol.

“Jari Munbaesul 24” is a product made by aging Munbaesul—a National Intangible Cultural Heritage—in onggi (traditional earthenware) for four seasons. It is characterized by its distinctive pear aroma—even without the addition of pears—a smooth mouthfeel, and a long finish.

Jari Gamuchi 24 reinterprets Gamuchi, a traditional rice soju, using modern distillation methods before aging it in onggi. The company explains that it blends the subtle sweetness of rice with tropical fruit aromas to create a clean finish.

Both products have an alcohol content of 24 degrees. CJ CheilJedang Corp explained that they were designed so that global consumers new to traditional Korean liquor can enjoy them with relative ease.

CJ CheilJedang Corp. plans to initially supply the products primarily to premium restaurants and fine-dining establishments in Korea before expanding its consumer reach. This fall, the company will enter overseas markets, starting with New York, U.S.

At the launch event, brand ambassador Hong Doo-ui, a bartender at “Fine & Co.,” and Chef Kim Hee-eun of the one-Michelin-starred restaurant “Soul” presented cocktails and a Korean-style course menu featuring the products. The event was designed to offer a comprehensive experience of Korean food culture through pairings that combine the distilled spirits with Korean cuisine.

A CJ CheilJedang Corp representative stated, “Jari is a brand developed in collaboration with small and medium-sized domestic distilleries to convey not only the taste and aroma of traditional Korean spirits but also the culture and sentiment embedded within them,” adding, “Moving forward, we will expand our reach to global consumers by leveraging synergies with K-Food and showcase new possibilities for Korean food culture.”