The Japanese government intends to persuade its younger people to consume more alcoholic beverages in order to increase the economy by collecting taxes from the brewing businesses.
According to sources, the tax agency’s most current statistics show that Japanese citizens drank less than they did in 1995, with annual averages falling from 100 liters (22 gallons) to 75 liters (16 gallons).
The third-largest economy, Japan, has seen a decline in tax revenue from alcohol levies over the years. The Japan Times said that it represented 5% of all alcohol sales in 1980 but only 1.7% in 2020.
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Japan’s tax revenue from its alcoholic sales fell by around ¥110 billion (approximately $813,868,000) in 2020, and the rate and size of the drop was the largest decrease in 31 years.
The World Bank estimated that nearly a third (29%) of Japan’s population is aged 65 and older – the highest proportion in the world.
The data has compelled the government to launch the “Sake Viva!” campaign which hopes to come up with a plan to make drinking more attractive to youths and boost the industry.
As it stands, the youth generation drinks less alcohol than their parents – a move that has hit taxes on beverages like sake (rice wine).
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But the campaign was designed to request youths from 20 to 39 years old to share their business ideas that will make the young generation drink again – whether it is for Japanese sake, shochu, whiskey, beer or wine.
According to CNN, the “Sake Viva!” campaign, overseen by the National Tax Agency, invites participants to submit ideas on how to “stimulate demand among young people” for alcohol through new services, promotional methods, products, designs and even sales techniques using artificial intelligence or the metaverse, according to the official competition website.
THE WEBSITE READS,
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“The domestic alcoholic beverage market is shrinking due to demographic changes such as the declining birthrate and ageing population, and lifestyle changes due to the impact of COVID-19. It further makes an “appeal to the younger generation and to revitalize the industry.”
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