[New York = E-Daily Seong Joowon Correspondent] “When it comes to Korean alcohol, U.S. consumers are still more familiar with ‘green-bottle soju.’”
On the 23rd (local time) at “Gui Steakhouse,” a Korean restaurant in New York City. A local restaurant industry insider assessed the current state of Korean spirits in the U.S. market this way. While sake is familiar to American consumers, he noted that Korean premium spirits still require an explanation before they lead to a purchase. He said, “If we first make them familiar with the spirit through cocktails and then explain what it is, consumers will be more comfortable accepting it.”

CJ CheilJedang Corp(097950)The company has set out to pioneer a new market for Korean spirits in the U.S. beyond this “green-bottle soju.” The plan is to combine base spirits (unaged and unprocessed spirits) produced by local distilleries with CJ Corp.’s aging technology, branding, marketing, and global network to establish Korean distilled spirits as a premium beverage on par with whiskey or sake.
Starting with

fine dining rather than mass sales… “Prioritizing a premium image”

CJ CheilJedang Corp. held the “K-Spirit (Korean Distilled Spirits) x jari: Partners Day” event in New York today to introduce the Korean distilled spirits brand “jari” to local restaurant and beverage industry professionals. Gregory Yip, Head of the Food Business Division at CJ CheilJedang Corp., said, “What better city than New York to launch ‘Jari’?” adding, “Jari is a brand that possesses its own unique identity while also having global appeal.”
Jari’s business model differs from CJ Corp.’s traditional approach of distilling spirits in-house. Instead, CJ Corp. sources base spirits from local distilleries, selects them based on quality and characteristics, and then handles the aging, branding, marketing, and global distribution. CJ Corp. explained that this model is similar to “independent bottling” in the whiskey industry.
CJ has placed particular emphasis on preserving each distillery’s original ingredients and production methods. The process involves evaluating and selecting base spirits based on their aroma, taste, and quality, then enhancing their smoothness and body through CJ Corp.’s proprietary aging process. Jang Na-yoon, a management leader at CJ CheilJedang Corp., explained, “We’re creating synergy by combining each distillery’s expertise with CJ Corp.’s aging methods,” noting that the company is accumulating data and technology related to aging.
The strategy for entering the U.S. market also differs from that of typical consumer goods. Rather than increasing sales volume through large retail chains from the outset, the company is first targeting Korean fine-dining establishments and restaurants in New York.
Jang noted, “We aren’t expecting massive sales right from the first year,” adding, “The more important task is to instill in consumers the image and story of this product as a spirit that pairs well with Korean cuisine.” The strategy is to first establish a premium image, then expand from Korean cuisine to Asian cuisine, and ultimately into the entire U.S. premium spirits market.

Connecting Small Breweries to the Global Market

CJ Corp. has focused on the gap between the quality of traditional Korean liquor and the capacity to enter overseas markets.
In a survey conducted by CJ Corp. of 51 domestic breweries, 75.5% responded that traditional Korean liquor is competitive in overseas markets. Of these, 98% believed that entering overseas markets was necessary, and even 80% of breweries not yet exporting expressed interest in expanding abroad. On the other hand, promotion, marketing, and securing global distribution networks were cited as major challenges.
CJ Corp. plans to bridge this gap through a collaborative model where local breweries produce the liquor and large corporations connect them to the global market. Currently, four entities—Munbaeju Brewery, Danone Bio, Yesan Apple Wine, and Hoegok Brewery—are participating in the “Jari” project. Initially, products using base liquor from Munbaeju Brewery and Danone Bio have been launched, and there are plans to expand the product line to include base liquors made from fruits and other grains in the future.
CJ Corp. cited the modernization of the domestic liquor industry, the revitalization of consumer culture, and the creation of global markets as the reasons for entering the traditional liquor business. Team Leader Jang stated, “Rather than aiming to simply scale up the liquor business itself, we place greater value on the experience of introducing food culture to consumers.” CJ Corp. believes that now that K-Food has become familiar to global consumers, it is the right time to promote Korean food culture—which includes not only food but also liquor.
CJ Corp. plans to invite its New York partners to Korea this October for a familiarization tour of its breweries and, in November, to introduce the brand to consumers through partner restaurants in New York. The company has also developed food pairings and 10 signature cocktail recipes.
The challenge for Korean spirits in the U.S. market is shifting beyond simply “how much soju can be sold” to a battle over what kind of image the products will establish. Just as sake has established itself in the global market alongside Japanese cuisine, the next test will be whether the globalization of Korean cuisine can lead to Korean spirits entering the premium market.