Japan launches drinking contest to encourage young people to drink more alcohol

Alcohol tax revenue in the 2020 financial year was approximately $8.4 billion (£7 billion), which is a huge drop of over $813m (£675m). the previous year, according to government data

"The national alcoholic beverage market is shrinking due to demographic changes" (

Image: Getty Images)

The Japanese government has launched a nationwide contest encouraging people to drink more alcohol after a sharp drop in tax revenue.

Sake Viva! campaign, led by the National Tax Agency (NTA), is calling on 20-39 year olds to come up with 'business plans' that will help restore the popularity of alcoholic beverages, which have fallen out of favor due to changing fashions of life among young people.

Alcohol consumption in the country was already on the decline, but the coronavirus pandemic has exacerbated it further, with locals eating and drinking much less than usual.

At one point during the pandemic, the sale of alcohol in restaurants was banned and at another time it was limited to certain times of the day.

Alcohol consumption also fell by around a third in 2020 (

Picture:

Getty Images)

The competition runs until September 9 and calls for "new products and designs" as well as ways to promote home consumption to "drive demand among young people".

The website states, "The domestic alcoholic beverage market is shrinking due to demographic changes such as declining birth rates and aging populations, as well as lifestyle changes due to the impact of Covid-19."

Finalists will be invited to a consultation in October, before a final tournament in November in Tokyo, before the winner receives support for the marketing of their project, according to the tax authorities.

Alcohol tax revenue...