CJ CheilJedang unveiled its distilled spirits brand "jari" at the PGA Tour's The CJ Cup Byron Nelson tournament. The company introduced the brand to local gallery members visiting The CJ Cup ahead of its U.S. launch in the second half of this year.
Seoul Economic Daily reporters visited the House of CJ at the entrance of the TPC Craig Ranch course in McKinney, Texas, on May 21 (local time), the opening day of The CJ Cup tournament. Inside the massive building of approximately 227 pyeong (about 750 square meters), various CJ Group brands including Bibigo and Olive Young were on display, with many gallery members touring the exhibits.
The brand that drew the most attention was jari, which occupied the central spot. Jari is a premium distilled spirits brand launched by CJ CheilJedang to globalize K-Liquor, following the success of K-Food. While previous products introduced to the U.S. market are produced directly by CJ, jari is an alcoholic beverage created in collaboration with small and mid-sized Korean distilleries.
At the venue, four cocktails based on Munbaeju and Gamuchi — traditional Korean liquor brands — caught the attention of local gallery members: Black Seoul, Rice Soju Spirits, Pear Penicillin, and Rice Soju Rickey. Even Americans unfamiliar with traditional Korean liquor ordered the menu items without hesitation after being told they were crafted in classic cocktail formats such as Black Russian, Spirits, Penicillin, and Rickey.
Gallery members who tasted the distilled spirits cocktails on-site appeared satisfied. William Collin, 27, who ordered the Rice Soju Spirits, said, "I drank it without much expectation after being told it was traditional Korean liquor, but I was surprised. I feel a freshness I haven't experienced in other cocktails." Another visitor said, "It feels like another pleasure has been added to enjoying a golf tournament. It's refreshing with a great aroma, perfect for hot weather."
Oh Sung-jin, head of the K-Spirit team at CJ CheilJedang who planned jari, said, "Just as K-Food has achieved great success in the U.S., I believe Korean liquor also has sufficient potential. Based on the reactions and feedback from gallery members visiting The CJ Cup, a world-class golf tournament, we will work to bring products to market that can captivate consumers."
