[Edaily Reporter SIN SOO-JUNG ] CJ CheilJedang Corp(097950)is participating in a domestic liquor expo for the first time, showcasing its K-distilled spirits brand, Jari. This move is aimed at expanding its consumer reach ahead of its U.S. launch this fall.

CJ CheilJedang Corp. announced on the 23rd that it will participate in the 2026 Seoul Bar & Spirit Show, taking place from the 24th to the 26th at COEX in Gangnam-gu, Seoul.

Visitors to the event will be able to sample “Jari Munbaesul 24” and “Jari Gamuchi 24.” Both products are distilled spirits made from traditional liquor base liquids produced in collaboration with Munbaeju Brewery and Danone Bio, and aged at a dedicated facility in Nonsan, South Chungcheong Province. The facility was established in January of last year.

CJ CheilJedang Corp. will set up a dedicated booth reminiscent of onggi (traditional Korean earthenware) to showcase its brand vision of connecting people, food, and culture through alcohol. It will also host social media photo challenges and prize giveaways.

The company is participating as a Gold Sponsor in the Infinity Bar, a special pavilion at the expo. Approximately 30 bars set up in the special pavilion will showcase cocktails made with Jari Munbaeju 24 and Jari Gamuchi 24.

“Jari” is a spirits brand from CJ CheilJedang Corp. that transforms traditional Korean liquor into distilled spirits through aging. The company recently held a domestic launch event to unveil these two products and plans to launch them in the U.S. market this fall.

A CJ CheilJedang Corp spokesperson stated, “It is deeply meaningful to introduce ‘Jari,’ our K-distilled spirits platform, at the Seoul Bar & Spirits Show, which leads domestic liquor culture and trends,” adding, “We will continue to expand opportunities for consumers to directly experience our brand and products.”