Alcohol formula

Japan launches nationwide contest to boost alcohol consumption | Japan

The Japanese government has launched a national competition calling for ideas to encourage people to drink more alcohol after a change in attitude among young people led to a drop in tax revenue.

Sake Viva! The campaign, led by the National Tax Agency (NTA), is asking 20-39 year olds to make proposals to help revitalize the popularity of alcoholic beverages, which have fallen out of favor due to lifestyle changes over the of the coronavirus pandemic and among young people.

The competition, which runs until September 9, calls for “new products and designs” as well as ways to promote home consumption. Participants are also encouraged to explore sales methods using the metaverse, according to local website

The NTA said alcohol consumption in Japan had fallen from an average of 100 liters per person per year in 1995 to 75 liters in 2020. Declining alcohol sales hit Japan’s budget, which blames already a deficit of more than 48 billion yen (£290 billion)

Alcohol taxes accounted for 1.7% of Japan’s tax revenue in 2020, down from 3% in 2011 and 5% in 1980. Total alcohol tax revenue in fiscal year 2020 decreased by more than 110 billion yen to reach 1.1 tn yen, compared to the previous year, the NTA said earlier this month. This is the biggest drop in alcohol tax revenue in 31 years, according to the Japan Times.

“While working from home has made progress to some extent during the Covid 19 crisis, many people may have come to wonder whether they should continue drinking with colleagues to deepen communication,” said said an agency official to the English-language newspaper. newspaper of the time. “If the ‘new normal’ takes hold, it will be an additional headwind for tax revenue.”

Beer consumption was particularly down, with sales volume down 20% to less than 1.8 billion litres.

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Kirin Brewery, which makes Kirin lager and Ichiban Shibori, said per capita beer consumption in Japan was around 55 bottles in 2020, down 9.1% from the year. former.

Japan’s health ministry said it hoped the campaign would also remind people to remember to drink only the “appropriate amount of alcohol”.

The competition finalists will be invited to an awards ceremony in Tokyo on Nov. 10, and the tax office said it would support commercialization of the winner’s ideas.