Korean food has become increasingly familiar to American consumers through restaurants, supermarkets and brands such as bibigo. CJ CheilJedang, the South Korean food giant behind bibigo and the owner of U.S. frozen food company Schwan’s, is now testing whether that familiarity can extend from the dinner plate to the liquor glass.
CJ is launching jari, a premium Korean distilled spirits brand, in New York with three products. The move gives the company a chance to push the Korean food wave into a category that remains far less familiar in the U.S. than kimchi, barbecue or dumplings.
Rather than simply exporting another bottle, CJ is trying to introduce Korean spirits as part of the broader dining culture that has helped Korean food gain a foothold in America.
That is the larger significance of the New York launch. CJ has spent years building a U.S. food business, but jari asks a different question. Can a company that helped make Korean food more accessible also persuade American diners to try traditional Korean liquor alongside it?
The company introduced jari Moonbaesool 24, jari Gamuchi 24 and jari Moonbaesool 41 at MOONO, a modern Korean restaurant in Manhattan on Monday. Moonbaesool 24 and Gamuchi 24 were first released in South Korea in July, while Moonbaesool 41 made its U.S. debut at the event.
Moonbaesool 41 has a higher alcohol content designed to bring out more of the spirit’s distinctive aroma. CJ paired the products with Korean food at the Manhattan event, giving guests a way to experience the unfamiliar drinks as part of a meal rather than simply as imported liquor.
That restaurant first approach is central to the rollout. Korean distilled spirits do not yet have the same recognition in the U.S. as Korean food, making education part of the sales challenge. By starting with dining establishments and industry professionals, CJ can introduce the products through flavors and dishes that consumers may already understand.
CJ plans to continue the effort Tuesday at GUI Steakhouse in Manhattan, operated by chef Sungchul Shim, who also runs the Michelin starred Korean restaurants Mari and Kochi. The company will bring together New York food and beverage professionals, government officials and four Korean distilleries to explore ways to expand Korean spirits overseas.
CJ is also positioning jari as more than a single liquor brand. The company says it wants to use the business as a platform that can help Korean distilleries gain international exposure and build connections in overseas markets.
That could make jari another step in the expansion of Korean food culture beyond packaged products. CJ helped bring Korean food into more American kitchens. With jari, it is betting that the next opportunity may be what Americans drink with it.
