Senkin may be the oldest brewery in Tochigi, founded in 1806, but the current success of the brewery is due to the forward thinking of the 11th generation Usui brothers.
Kazuki Usui's motto of "new meets old" has led senkin to stay ahead of the competition by using modern methods while improving traditional practices.

To further distinguish themselves from other sake they decided to completely shun the ubiquitous sake rice king Yamada Nishiki, instead opting for the more peculiar Kame no O, Omachi and Aiyama, now even going so far as cultivating a lot of the rice themselves.
They are also one of only a handful of breweries that doesn’t dilute their sake with water (genshu).