The helm is led by the third-generation president of "Higashiyama Syuraku," which is managed by "Sake no Iinamiya," a sake shop that has been operating since 1951. It all started when the first generation, Toyoo Inamiya, who had worked for the long-established sake brewery Nakamura Shuzo in Kanazawa, decided to start his own sake shop. The store was located in the bustling district of Katamachi, the most lively area in the Hokuriku region. It began as a wholesaler primarily supplying sake to the restaurants and eateries in this area.

The shop's catchphrase is "Sake of the World." At the time of its founding, imported sake was very expensive, and there were very few shops dealing with it. To differentiate themselves, they made the wide selection of "worldly sake" their selling point. With the increase in Japanese income, interest in foreign alcohol grew, and "Sake no Iinamiya" became a trusted source of information about "sake of the world."

In 2009, Masahide Inamiya took over as the third-generation president. "Powerful No.1 Sake Shop" was added as a new catchphrase. It embodies their commitment to support restaurants as a wholesale alcohol distributor.