CJ CheilJedang pours Jari into New York's premium soju push

CJ CheilJedang is accelerating its overseas market expansion through its premium distilled spirits brand, 'Jari'. Its flagship products include 'Jari Munbae-sul 24', which ages the National Intangible Cultural Heritage Munbae-sul in Onggi for four seasons, and 'Jari Gamuchi 24', a reinterpretation of traditional rice soju.

CJ CheilJedang plans to launch its products in the New York market this coming fall after securing brand awareness through domestic premium restaurants and fine dining channels.

CJ CheilJedang to enter New York with 'Jari' brand

Nara Cellar, a company specializing in wine imports, is also entering the distilled soju market. This month, Nara Cellar established a production system by launching the 'Soju Story' brewery in the Gyeongbuk Bio 2nd Industrial Complex in Andong, Gyeongbuk.

The facility is capable of producing 600,000L of Andong Soju annually. The entire process, from rice processing to yeast cultivation, fermentation, distillation, and aging, takes place in one location. Nara Cellar plans to respond to overseas demand by combining its distribution network and marketing capabilities with Soju Story's production base.

Nara Cellar operates brewery with annual capacity of 600,000L in Andong

The Korean food and beverage industry aims to establish Korean distilled spirits in the global market as 'K-Spirit', a high-value-added premium liquor, similar to Japanese sake or Chinese Kaoliang liquor. Last year, traditional liquor exports recorded $44,609,000, a 2.1% increase from the previous year.

In the market, 'Won Soju' presented by Jay Park is already being exported to the United States, Canada, and Australia, while 'Tokki Soju', which started in New York, is currently being served in local fine dining establishments.

K-distilled spirits market expanding exports