Korean Spirits Brand Expands West Coast Presence CJ CheilJedang's premium distilled spirits brand jari has completed its U.S. debut by establishing a foothold in both New York and Los Angeles, marking the company's effort to introduce Korean spirits culture to American diners and beverage professionals. The Los Angeles launch event took place September 29 at Niku X in downtown LA, drawing approximately 100 guests from leading local restaurants, bars, and the hospitality industry. Attendees were introduced to jari's three products—jari Moonbaesool 24, jari Moonbaesool 41, and jari Gamuchi 24—through a dinner course pairing Korean food with the spirits. "It was especially impressive to see jari establishing itself as a platform that works with distilleries across Korea to introduce Korean distilled spirits culture to the world," said a representative from Hojakukan LA, a modern Korean fusion dining brand that attended the event.
New York Venues Confirm Placements Jari's New York launch on September 23 at Gui Steakhouse drew representatives from leading Korean restaurants and bars including Jungsik, Joo Ok, Jua, Mari, and Take 31. Chef Sungchul Shim of the Michelin one-star restaurant Mari and mixologist Du Ui "Joe" Hong from Pine&Co showcased Korean distilled spirits through food pairings. Following the event, jari has confirmed placements at Michelin-starred restaurants Jungsik and Joo Ok, as well as C as in Charlie, Take 31, Seoul Salon, and Nari. Products are now available at these venues. "The consecutive launch events in New York and Los Angeles confirmed the strong interest and growth potential for Korean distilled spirits among the local culinary industry," said Sungjin Oh, K-Spirits Team Lead at CJ CheilJedang. "jari will continue to serve as a platform that introduces the appeal of Korean distilled spirits to global consumers by offering differentiated culinary experiences that complement K-food."
Why It Matters
For operators in premium dining and hospitality, jari's placement strategy—focusing on curated pairings with Korean cuisine rather than bar-shelf positioning—signals how Korean spirits brands are differentiating themselves in a competitive U.S. market. The brand's emphasis on working with Michelin-starred venues and craft-focused establishments suggests a premium positioning that aligns with consumers' growing interest in category-specific spirits education and authentic cultural food experiences.
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Written by FBM Publications Editors
