An organization of experts based in London is working hard to promote sake across the world while also trying to reverse falling sales in Japan.

The Sake Sommelier Association (SSA) holds regular seminars to educate professionals in the alcohol industry across the world about the rice wine and how it complements many kinds of foods, not just Japanese dishes.

The SSA hopes that enlightening sommeliers at top hotels and restaurants about the versatility of sake will lead to more establishments stocking the beverage.