The flagship sake of Chōchin Shuzō, Chōchin, was named with the hope that it would remain a cherished drink for generations. The brewery is located in Tsushima City, Aichi Prefecture—once famous for its traditional lantern-making, which also inspired the brewery’s former name, “Chōchin-ya.” Although the sake won gold awards for nine consecutive years, the brewery began to question the trend of crafting sake to suit competitions by stripping away regional character. This led to a shift in direction: embracing the natural qualities of the local water and climate, they began producing rich, umami-packed junmai sake—unfiltered, undiluted, and unpasteurized. In a creative touch, they decided not to use printed labels. Instead, inspired by the brewer’s memory of their mother wrapping lunches in newspaper, they wrap each bottle in newspaper. The unique appearance and bold flavor have since gained widespread popularity.