Hakutsuru was named in 1747, four years after the brewery's establishment. At the time, Nada sake was transported to Edo (current greater Tokyo) mainly through the Osaka Port. Many breweries used monikers such as "Tsuru" and "Masamune" making it difficult to stand out from others. Hakutsuru Shuzo named its product Hakutsuru (white/pure crane) as a way to distinguish themselves from competitor brands.