Before glass or plastic containers were widely used, sake shop owners sold sake by giving out the tokkuri first, on which the name of the shop and a trademark were written, to their customers and poured sake into it.
ガラス・プラスチック容器が一般化する以前、酒等の小売店は客に店名・商標等を書いた徳利を渡し、商品（酒）をその中に注ぐという方式で販売していた。