CJ Launches Premium Soju Brand jari in US
CJ CheilJedang's jari, a premium soju made with traditional techniques, is now available at select New York stores and Korean restaurants.
Updated on Nov. 9, 2026 in Cocktails
CJ CheilJedang has launched jari, a premium soju brand, in the United States following its July 2026 debut in South Korea. The brand offers three expressions, including two distilled at 24% and 41% alcohol by volume.
Why it matters
The launch reflects CJ's effort to promote Korean spirits internationally at a time when flavoured variants account for more than half of US soju volumes, according to IWSR. CJ is positioning jari as an accompaniment to Korean cuisine rather than a novelty drink.
The jari range includes Moonbaesool 24 and 41 and Gamuchi 24, aged in unglazed onggi earthenware vessels. Partner small and medium-sized distilleries produce the spirits, with CJ handling branding and distribution.
The players
CJ CheilJedang
CJ CheilJedang is a South Korean food conglomerate whose global food business includes the bibigo brand.
The details
Jari is produced by partner distilleries using traditional techniques, with CJ providing branding and distribution through its global food business, including bibigo. The US launch features three expressions, available at select stores and premium Korean restaurants in New York.
Timeline
July 2026: jari first unveiled within South Korea
September 2026: jari launched in the United States
Culture Shift
With flavoured variants making up more than half of US soju volumes according to IWSR, CJ is betting on a traditionally made, unflavoured soju to carve out a premium niche. The launch tests whether American drinkers will embrace Korean spirits as a dining companion rather than a flavoured mixer.
Drinkers in New York can find jari at select stores and premium Korean restaurants, with the 24% ABV expressions offering a lighter option than the 41% Moonbaesool. Those seeking a traditional soju for pairing with Korean meals now have a premium option available in the US.
The takeaway
Traditional Korean spirits are gaining an international platform as producers pursue premium positioning rather than flavoured variants. Readers curious about soju can compare the 24% and 41% expressions to see how alcohol content shapes pairing with food.
Further reading
For more on the spirits trends shaping drinks, explore Cocktails.
Source note: This article includes information reported by Foodnavigator.
