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Umenishiki was established in Kawanoe (current Shikokuchūō) in Ehime prefecture – the instigator of the hand-crafted sake boom. The town is blessed with pure water and is famous for its rice paper. It is surrounded by the inland sea and the highest peaks of the Shikoku mountain range. Starting in 1965, talented chief brewer Takaji Ase’s long efforts bloomed. Umenishiki won the gold medal 12 consecutive years in the Annual National Sake Competition in Japan, and became famous nationwide. Chief brewer Fukuhei Yamane, who inherited the brewing technique from Tokaji Ase, won many prizes as the leading brewer. The consistent quality of their sake gave Umenishiki its reputation as a top producer.