The driving concept in Emishiki is that “sweetness reigns supreme”, which was introduced by the fifth and current Chief Manager, Atsunori Takeshima who is a husband of the brewer's daughter, when he assumed the role in 2009 and began to gain a reputation as a maverick in the industry. His commitment to challenging accepted norms as a brewer arises from his nature as an avid sake consumer as well, leading him to practice methods others might regard as flirting with madness. In breaking the mold, Emishiki pursues a “delicious and novel style for Japanese sake” – a concept which is also apparent in its catchy title and innovative label designs. As with anything popular, it can be difficult to keep pace with a line-up that constantly changes year upon year, but in this case the extra effort reflects favorably on the strength of their reputation.