In 1637, Gekkeikan's founder, Jiemon Okura established his sake brewery in the town of Fushimi, a location well-known for its high quality of water. Access to the ideal ingredients combined with a convenient location enabled Okura and his successors' business to thrive in the years that followed. In 1905, the brand name GEKKEIKAN (meaning "crown of laurel") was adopted as the company's formal pledge to excellence. Through this commitment, the company became a true leader in the industry and pioneered a number of research and development efforts. The successful results of these endeavors have enabled Gekkeikan to become the nation's one of the most popular brand.