Umenoyado continues to take on the challenge of creating a new sake culture with an eye on the future of sake. In order to expand the possibilities of sake, we are not limited to sake, but are creating new initiatives such as the ``Aragoshi'' series of sake liqueurs, and conveying the appeal of sake to the younger generation. While preserving tradition, we pursue innovation that suits the times, and are increasing the number of sake fans around the world. The strength of Umenoyado is that all of our staff members have a challenging spirit and are always working positively.