[Edaily Reporter kim mi-kyung ] CJ CheilJedang Corp.’s premium K-distilled spirits brand “jari” has been recognized as an exemplary model of win-win cooperation. The company was commended for partnering with small and medium-sized distilleries to launch premium distilled spirits and promote them in overseas markets.

CJ CheilJedang Corp(097950)CJ CheilJedang announced on the 27th that its premium K-spirits brand “jari” was selected as a best practice for the “Win-Win Project for All,” organized by the Ministry of Agriculture, Food and Rural Affairs. The Win-Win Project for All is a program newly established this year by the Ministry to provide comprehensive support for win-win cooperation activities between the agricultural sector and food companies. Its purpose is to identify ESG models in the agriculture and food sectors and promote social value.

The project’s launch ceremony, held that day at the Korea Chamber of Commerce and Industry in Jung-gu, Seoul, was attended by Minister of Agriculture, Food and Rural Affairs Song Mi-ryeong and Cho Young-jun, Director of the Sustainable Management Institute at the Korea Chamber of Commerce and Industry. Kim Chan-ho, Head of the Strategic Support Division at CJ CheilJedang Corp., and Oh Seong-jin, Team Leader of K-Spirits, presented the company’s efforts and achievements in shared growth.

“jari” is a platform for globalizing K-distilled spirits that transforms the base spirits of Korea’s finest traditional liquors into premium distilled spirits through aging. Even before the brand’s official launch, CJ CheilJedang Corp collaborated with Korean restaurants in New York City to introduce cocktails based on traditional Korean spirits. Since last year, the company has been introducing the appeal of Korean liquor to global consumers by serving cocktails made with Munbaesul and Gamuchi soju at “The CJ Cup Byron Nelson,” a regular event on the U.S. PGA Tour.

Recently, the company partnered with Munbaeju Brewery and Danone Bio to unveil “Jari Munbaesul 24” and “Jari Gamuchi 24,” which were aged and finished at a dedicated facility in Nonsan, South Chungcheong Province.

Kim Chan-ho, Head of Strategic Support, stated, “jari is not simply about producing a bottle of liquor; it is a win-win model in the traditional liquor sector that increases consumption of our agricultural products and provides a new growth platform for local breweries.” He added, “We will focus our efforts on ensuring that traditional liquors, infused with the hard work of our local breweries, shine proudly on tables around the world.”