Umetsu Shuzo has been brewing in Hokuei-cho, Tottori Prefecture since 1865, drawing on clear spring water from Mount Daisen and holding to a strict policy: since 2005, all sake is made using only rice and rice malt, with no additional ingredients. Their Fure brand, marketed as an ouen no sake or cheering sake, reflects the brewery's connection to the local community and spirit of encouragement. The brewery's handmade approach, including the labor-intensive kimoto method, produces sake with layered complexity and an unhurried, lingering finish.
