Konishi shuzo, renowned for its "shirayuki" sake, has opened a private museum. established shortly after the great hanshin-awaji earthquake, it celebrated its 30th anniversary in 2025. inside, visitors can trace the sake-making process of the past, with exhibits including a koji-making room (muro), a crucial element in sake production, and wooden barrels used during the brewing process. konishi shuzo's famous slogan, "mount fuji is the best, sake is shirayuki," is said to originate from the second generation of the konishi family, who was deeply moved by the majesty of mount fuji while transporting sake barrels on horseback to edo (present-day tokyo).