One of the biggest and best-selling brands in Japan, Hakutsuru's reach is far and wide; in fact, they were already a big enough player in the sake world by the 20th century that they were featured in the 1900 Paris World Exposition. They were also the first company to sell sake prepackaged in glass bottles (it was sold by weight before, with the customers bringing their own container from home. Super eco-friendly, actually.) in 1901. Today, they are as savvy with branding as with other aspects, such as lowering their CO2 output, research for eco-friendly packaging, research into proprietary yeast, and a museum with an impressive collection of Japanese and Chinese art.