CJ CheilJedang Promotes K-Traditional Liquor at PGA…Targeting the U.S. Market

Cocktails Featuring Munbaeju and Gamuchi Soju Introduced
Premium Distilled Spirit ‘Jari’ to Launch in the U.S. Market in the Second Half of the Year

CJ CheilJedang is advancing the global expansion of traditional Korean liquor through the PGA Tour’s official tournament, ‘THE CJ CUP Byron Nelson.’

On May 7, CJ CheilJedang announced that it will present cocktails made with Munbaeju and Gamuchi Soju at ‘THE CJ CUP.’ The company stated, “At last year’s tournament, we served four types of ‘K-Liquor Cocktails’ based on Munbaeju, a traditional liquor from Korea, which received positive feedback from visitors on site.” Munbaeju is a traditional distilled spirit made from grains such as millet and sorghum, without any additives, yet it is distinguished by its unique wild pear (munbae) aroma. Last year, Munbaeju was introduced in Texas, USA for the first time through ‘THE CJ CUP.’

At the 'House of CJ' venue during the PGA Tour event 'The CJ Cup Byron Nelson' held last year in Texas, USA, a bartender is creating a K-cocktail using the traditional Korean liquor 'Munbaesul.' Provided by CJ CheilJedang.

CJ CheilJedang has promoted Bibigo, the official sponsor brand of THE CJ CUP, transforming the tournament venue into a “K-Food Festival” and introducing Bibigo and K-Food to a global audience. Since last year, the company has worked to broaden the base of Korean food culture by offering traditional Korean liquor alongside a variety of Korean dishes such as dumplings.

CJ CheilJedang is also intensifying efforts to globalize K-traditional liquor. In November last year, the company filed a trademark application for ‘jari,’ a premium distilled spirit brand, in partnership with domestic small and medium-sized breweries to promote the worldwide reach of K-liquor. ‘jari’ is a brand name derived from the Korean word for “space” occupied by a person or object, symbolizing a gathering where people come together over drinks and the company’s aim to make Korean traditional liquor a mainstay in the hearts of people around the world.

CJ CheilJedang is collaborating with Munbaeju Brewery and Danong Bio to age the base liquor for traditional spirits and plans to launch products targeting the U.S. market in the second half of this year. Their strategy is to target local consumers who are already familiar with K-Food by promoting the “mariage” culture of pairing these drinks with Korean cuisine.

To this end, CJ CheilJedang has signed agreements with Munbaeju Brewery and Danong Bio, producers of Munbaeju and Gamuchi Soju, and is aging traditional liquor using each base spirit at an aging facility established in Nonsan, Chungnam. The products are scheduled to launch in the U.S. market in the second half of this year.

Recently, the company was selected for the government-led ‘Global NEXT K-Food Project.’ Through this initiative, CJ CheilJedang plans to expand overseas distribution channels for traditional Korean liquor and support local marketing efforts.

A CJ CheilJedang spokesperson stated, “We will take the lead in advancing and fostering the traditional liquor industry so that Korean distilled spirits can establish themselves, alongside Japanese sake and Chinese baijiu, as representative liquors of Asia.”

This content was produced with the assistance of AI translation services.