The story of the franchise takes place in a large shopping area called "Yayoimachi" where gods and ayakashi (supernatural monsters) are rumored to appear. The Seishu no Miko (refined sake princes) work at the "Matsuyoian" drinking establishment there as shop-keeps, learning the way of Japan's famed omotenashi (hospitality).

The franchise features eight sake princes, with each character corresponding to a real sake variety available for purchase from a real brewery.

[Source: Anime News Network]