Japan has urged young people to drink more alcohol

To promote the market of alcoholic beverages – this is the unusual goal of the campaign launched by Japan’s tax agency, BTA informs. As part of the initiative, the tax authority has launched a competition for business ideas, inviting young people to propose plans to revive the sector and stimulate demand for alcoholic beverages among people of their age.

The contest site itself, which is titled “Sake, Viva!” (Sake Viva!), warns that the domestic market for alcoholic beverages is shrinking, which Japan’s tax office attributes to declining birthrates and an aging population, as well as lifestyle changes brought about by the pandemic.

For this reason, the competition invites young people between the ages of 20 and 39 to propose their own business plans to promote traditional Japanese alcoholic beverages such as sake, shochu, awamori, beer, whiskey, wines and liqueurs.

In particular, proposals for new services and methods of promotion are sought, including new methods of selling through artificial intelligence and the metaverse, as well as ideas for improving the value of alcoholic beverages through designation of geographical origin. The deadline for submission of proposals is September 9.

Japan’s per capita consumption of pure alcohol is 8.81 liters per year, according to the World Health Organization. Japanese tax authorities link the level of alcohol consumption to the age of their compatriots. This question raises concerns in a country where people over 65 make up 28.8 percent of the population.


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