In Takayama, a town that flourished as a merchant town, Hirase Sake Brewery, founded in 1623 (Genna 9), has walked hand in hand with the town's history. They are committed to brewing sake using the mellow groundwater of the Northern Alps and sake rice grown in Hida. Their flagship brand is Kusudama, named after the "kusudama" (medicinal ball) used to decorate auspicious occasions. It is a sake brewery that has been loved by the local community for many years.