Japanese Sake has been the traditional drink of Japan for centuries. Many have enjoyed this national drink with its popular cuisine for the past decades. Singaporeans are all too familiar with it. However, there are many questions that need to be answered as its popularity grows. The typical questions are - Should I drink my sake hot or cold? How should I store my sake? How do I choose my sake? Inter Rice Asia Pte Ltd entered the Singapore market in 2008 with the direction to promote sake, and to educate others on how to enjoy this amazing beverage. It imports directly from breweries in Japan, mainly in the Niigata prefecture, which prides itself to be "The Burgundy" region in Japan. Selected brands and types of premium sake are introduced to restaurants and pubs, giving a wider variety of options to the more discerning customers in Singapore. Private collectors of wine are beginning to also show interest in Japanese sake and learning how to enjoy the finer ones. Inter Rice Asia aims to educate and promote sake appreciation in Singapore and the nearby region.