Perhaps what sake needs for a rebound is a woman’s touch.

Even as sake makes inroads abroad, sales of the iconic alcoholic beverage have suffered a steady decline in its home market over the past 50 years.

Sales of nihonshu, as it’s known in Japanese, currently make up less than 7% of alcohol sales in Japan, compared to a 30% share for beer. That’s a long way down from the dominant position sake held after World War II when its market share peaked at around 80%.