Japan’s tax agency encourages young people to drink more alcohol

A bartender preparing a cocktail at a non-alcoholic bar in Tokyo (AFP via Getty Images)

Japan wants its young adults to drink more alcohol and have a more positive perception of alcohol to help boost the economy as it tries to weather a sobering demographic crisis exacerbated by the pandemic of Covid.

Japan’s tax agency has announced a nationwide “business competition” that aims to promote alcohol consumption among young people, called “Sake Viva!”.

The campaign aims to inspire young people to come up with business ideas that can help increase demand for Japanese liquor of all kinds, including sake, shochu, awamori, beer, whiskey and wine, among others. .

The campaign is the National Revenue Agency’s “plan to help revitalize the alcohol industry and solve the problems”.

As part of the campaign, people between the ages of 20 and 39 were asked to propose innovations for new services and promotion methods that could reinvigorate the demand for alcohol.

People can contribute new product and design proposals targeting new lifestyles and changing tastes, which have been impacted by a host of Covid lockdowns and restrictions over the past two years, according to the competition page.

There is no entry fee to enter the contest, which also asks people to suggest new ways of selling that can use artificial intelligence, metaverse, and GIs to help improve value. of the beverage brand.

According to organizers, the local alcohol market in Japan has suffered a setback on several fronts as it faces older demographics and falling birth rates. The pandemic has also given an already declining market a knockout punch, he explained.

“The domestic alcoholic beverage market is shrinking due to demographic changes such as declining birth rate and aging population, and lifestyle changes due to the impact of the novel coronavirus infection,” they said. organizers said.

“In this project, by asking young people to come up with their own business plans, we will foster the development and promotion of Japanese alcoholic beverages among young people, and at the same time aim to revitalize the industry by announcing excellent plans. (sic),” he added.

Competition finalists will be selected by September 27, leading to another refresher round in October. The results of this unique project are expected to be announced Nov. 10 in Tokyo, organizers said.

Data shows Japanese people were drinking less in 2020, the year the pandemic was declared, as opposed to 1995, when people consumed 100 liters (22 gallons) of alcohol.

But now alcohol consumption has fallen to 75 liters (16 gallons), according to figures from Japan’s tax agency.

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