The Government in Japan has asked young adults to begin to consume more alcohol due to declining liquor sales and tax revenue.
Japan’s young adults are a sober bunch – something authorities are hoping to change with a new campaign.
The younger generation drinks less alcohol than their parents – a move that has hit taxes from beverages like sake (rice wine).
A contest was launched by the National Tax Agency, where contestants are permitted to submit ideas on how to encourage young adults to start drinking more alcohol based on marketing strategies and products. Finalists will be invited to expert consultation in October before Tokyo’s official tournament in November. The winner’s business plan will be used to increase liquor sales in the country.
“The domestic alcoholic beverage market is shrinking due to demographic changes such as the declining birthrate and aging population, and lifestyle changes due to the impact of Covid-19.”