Hirase Sake Brewery, founded in 1623 (Genwa 9), has been a part of Takayama's history as a prosperous merchant town. They brew sake using mellow underground water from the Northern Alps and sake rice grown in Hida. Their signature brand is Kusudama, named after the "medicinal balls" that are displayed at celebratory occasions. This sake brewery has been loved by locals for a long time.