“jari,” CJ CheilJedang’s premium distilled spirits brand. Photo courtesy of CJ CheilJedang
CJ CheilJedang (097950.KS) said on the 5th that it has expanded the U.S. business of its premium distilled spirits brand jari to Los Angeles, following its entry into New York.
The company held a jari launch event on Sept. 29 at Niku X, a restaurant in downtown Los Angeles, inviting about 100 local dining industry professionals. The move follows the brand’s debut in New York last month and extends its reach to a key city on the U.S. West Coast, broadening its contact with local consumers.
At the event, the company introduced three jari products, explained the background of its partnerships with Korean breweries and ran a Korean food pairing program. Earlier, on Sept. 23 in New York, it held a partners day at Gui Steakhouse in Manhattan, where it presented the distinctive flavors of Korean distilled spirits and suggested pairings with Korean cuisine, drawing favorable reviews.
A local industry official samples a product at the jari launch event held in Los Angeles on Jan. 29 local time. Photo courtesy of CJ CheilJedang
Since the New York event, the company has fielded inquiries from local restaurant operators about carrying the products and using them on their menus. Jari has confirmed listings at Michelin-starred restaurants including Jungsik and Joo Ok, as well as major Korean restaurants and bars in New York such as Take 31, Seoul Salon and Nari, with local sales set to begin in earnest this month.
CJ CheilJedang plans to increase its U.S. sales points in stages, centered on New York and Los Angeles. “Through the launch events held consecutively in New York and Los Angeles, we confirmed the strong interest of the local culinary industry in Korean distilled spirits and their growth potential,” an official at CJ CheilJedang said. “Centered on jari, we will propose a differentiated culinary experience that harmonizes with Korean food, while expanding our role as a platform that promotes the appeal of Korean distilled spirits to global markets together with Korean breweries.”