CJ CheilJedang Launched Jari Liquor Brand in New York
The company introduced a new line of traditional Korean distilled spirits at a Manhattan launch event.
Updated on Sept. 22, 2026 in Food and Drink
Live Poll
Would you try traditional Korean distilled spirits if they were available at local restaurants?
CJ CheilJedang has officially entered the New York market with the launch of its new traditional liquor brand, Jari. The company showcased the new spirits alongside customized menus at a launch event held in Manhattan.
Why it matters
The company is launching these products to assess the global market potential for traditional Korean distilled spirits. The initiative highlights a strategic push to introduce heritage beverages to a broader international audience.
The launch features three distinct products, including Jari Munbae Sul 24, Jari Gamuchi 24, and Jari Munbae Sul 41. Four breweries are collaborating on the project as part of the Global Next K-Food Project.
The players
CJ CheilJedang
This is a global food and bio company headquartered in South Korea that manages various food brands and international distribution.
Kim Ho-young
He is a professional chef who operates the New York City restaurants Muno and Jua.
The details
The launch event held at the restaurant Muno featured specially crafted cocktails and food pairings using the Jari spirits. Chef Kim Ho-young, who operates both Muno and Jua, is hosting the company during this market introduction.
Timeline
The launch event for the Jari liquor brand occurred on September 22, 2026.
A Partners Day for local Korean restaurant representatives is scheduled for September 23, 2026.
Industry Dynamics
This launch follows a pattern set by the Global Next K-Food Project to promote Korean culinary products internationally. The move signals a broader effort by major food conglomerates to elevate the global status of traditional Korean spirits.
Local restaurant representatives in New York City are being invited to learn more about the product line during an upcoming trade event. Consumers can expect to see these traditional spirits showcased in specialized menus and cocktail programs at select partner establishments.
The takeaway
The introduction of traditional Korean spirits to the New York market reflects a growing effort to integrate authentic heritage products into modern dining experiences. Industry participants and consumers can watch for these brands as they aim to establish a stronger foothold in global beverage trends.
Further reading
For more on the city's culinary scene, visit the Food and Drink section.
Live Poll
Would you try traditional Korean distilled spirits if they were available at local restaurants?
