The efforts are part of a project aimed at registering locations related to the Shikoku Pilgrimage as a World Heritage site. Fifty sake manufacturers in all four prefectures on the island of Shikoku in southwestern Japan are taking part. One such maker is selling five brands of Japanese rice wine under the project. According to this sake manufacturer, "Our sales have dropped like never before. We hope business for sake makers will improve even a little and that can encourage everyone in Japan." Part of the proceeds will be donated to the pilgrimage office as the number of tourists and people taking part in the ascetic journey has declined.

"We are very thankful for the funds which will be used for repairing pilgrimage roads, PR activities and surveying temples and routes," said a Shikoku Pilgrimage office representative.