South Korean food giant CJ CheilJedang created jari – a soju brand – to promote Korean spirits globally. First unveiled within South Korea in July 2026, jari was later launched in the US in September.
“The U.S. launch of jari is an important step in expanding the presence of Korean spirits in a global market that has already embraced so many aspects of Korean food and culture,” said CJ CheilJedang CEO Gregory Yep.
“We believe jari can help open new possibilities for how Korean spirits are discovered, served, and enjoyed.”
The US launch introduced jari as a contemporary and authentic Korean distilled soju that will be available at select stores and premium Korean restaurants in New York, including Michelin-starred fine dining establishments.
Flavoured soju and ready-to-drink (RTD) formats have helped introduce consumers to the category, with flavoured variants accounting for more than half of US soju volumes, according to IWSR. Jari, by contrast, is entering the market with distilled expressions at 24% and 41% alcohol by volume (ABV), positioning it towards consumers seeking a different kind of soju experience.
“The growth of soju in the US is very closely linked to the rise of Korean culture, whether that’s entertainment, food or broader lifestyle trends. Consumers are often first introduced to soju through Korean culture, and that exposure helps shape how and when to drink it,” said Koryn Ternes, IWSR US consulting director.
The launch also comes as US spirits brands navigate changing consumption habits. Innova Market Insights’ 2026 analysis identifies premiumisation as one way brands have sought to protect growth, while warning that younger consumers’ growing preference for moderation poses a longer-term challenge.
Building a global platform for Korean spirits
CJ plans to develop jari into a platform for bringing Korean traditional spirits to international markets, working with small and medium-sized distilleries to combine their production expertise with its own branding and distribution capabilities.
According to the company, the collaboration aims to preserve the distinctive flavours and aromas of traditional Korean spirits while introducing their cultural heritage to consumers overseas.
The spirits are aged through all four seasons in traditional, unglazed onggi earthenware vessels. The name jari comes from the Korean word 자리 – a place or setting – where people gather to share food and drinks, reflecting the brand’s emphasis on pairing Korean spirits with Korean cuisine.
CJ sees food pairing as a way to introduce Korean traditional spirits to international consumers. The company aims to establish jari as an accompaniment to Korean cuisine, positioning the range for drinking neat, pairing with food or use in cocktails.
The strategy draws on the role that wine and sake play in their respective dining cultures, with CJ seeking to build a similar association between Korean food and Korean spirits.
The US launch features three expressions: jari Moonbaesool 24, jari Moonbaesool 41 and jari Gamuchi 24.
Moonbaesool has a history dating back to the Goryeo Dynasty and originated in Pyongyang, with its production tradition continuing for five generations in Gimpo, Gyeonggi-do. Both jari Moonbaesool expressions are made using traditional grains, including Korean-grown millet, sorghum and rice, and aged in onggi vessels. The 24% ABV version has pear-like aromas and a smooth finish, while the 41% ABV expression offers a higher-strength alternative.
Jari Gamuchi 24, meanwhile, is made with freshly harvested rice from Chungju, South Korea. The 24% ABV spirit is aged in onggi and is described by CJ as having subtle sweetness and tropical-fruit notes. The launch of jari was borne out of a gap that CJ observed in the industry. As K-food continues to expand globally, the company recognised the absence of premium Korean spirits that could complete the culinary experience.
CJ said it identified a gap in the international market as Korean food gained visibility overseas: traditional Korean spirits had yet to establish a comparable role in the global dining experience. It said that a Western meal is naturally paired with wine, while a Japanese meal is often completed with sake. But Korean alcohol does not seem to have the same status.
The company also sees distribution as a barrier for smaller producers. Many traditional Korean liquor makers operate on a small scale, limiting their capacity to develop international brands and access overseas markets independently.
Under the jari model, partner distilleries produce the spirits using techniques developed over generations, while CJ brings branding and distribution capabilities built through its global food business, including bibigo.
The partnership is intended to help Korean spirits reach international consumers while retaining their traditional production heritage.
Dining and Cooking