The head office of Hiroki Sake Brewery, located in Aizubange-cho, along the Echigo Kaido, has long been familiar with the brand name Izumikawa. Mr. Kenji Hiroki, the current president of the brewery, took over the family business and launched a new brand, "Hiroki", in 1999, and it quickly took the sake world by storm. Sweetness, umami and aroma are combined in a trinity, making it a great all-around sake any time of the year. The standard sake is "Special Junmai Hiroki". It is fruity and has a strong flavor with a long aftertaste, which is appropriate for the name "Hiroki," which means "dew of joy splashed" in Japanese. Hiroki is also a great achievement in spreading the genre of "unfiltered raw sake".