Ishimoto Brewery is also known as Koshi no Kanbai, meaning Winter Plum of Koshino (an old name for the Niigata region). Named after the beautiful, hearty winter plum that is a frequent subject of art and poetry with its delicate flowers blooming in the cold of January and February on snow-laden branches, the tree is a symbol of both beauty and perseverance. Koshi no Kanbai has braved numerous dire eras such as rice shortages during the two wars in the Showa Period, but throughout, they made a point of never lowering their standards, always choosing quality over quantity.