Japan desires younger adults to drink extra booze

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In search of new methods to spice up income, Tokyo’s tax authority will maintain a contest for concepts on how one can revive liquor gross sales

The Japanese tax collector has launched a contest calling on residents to give you progressive methods to convey up falling alcohol gross sales, hoping to encourage younger adults to hit the bar extra typically and provides a shot to authorities revenues. 

The Nationwide Tax Company (NTA) has dubbed the new marketing campaign ‘Sake Viva!’ after Japan’s iconic rice wine, calling on anybody aged between 20 and 39 to submit enterprise concepts for the nation’s alcohol business, which is lagging within the wake of Covid-19 and declining ingesting habits nationwide. 

As famous on an official authorities web site that caught worldwide consideration this week following native media experiences, the competition will run till September 9, and asks for “new merchandise and designs” in addition to methods to advertise ingesting at residence. Winners will likely be invited to an awards ceremony in Tokyo in November, and the taxing physique has vowed to again investments into the successful concept.

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The NTA famous that taxes on alcohol made up about 3% of the federal government’s tax income in 2011, however had dropped to 2% by 2020, citing a must revitalize booze gross sales.

As seen among the many similar age group in different international locations, younger adults in Japan have considerably reduce down their alcohol consumption in current a long time, with common grownup consumption per yr falling from 100 liters in 1995 to 75 liters in 2020.

Although Japan’s well being ministry stated it was not collaborating within the initiative, it voiced hopes that the tax company would encourage solely the “applicable quantity of alcohol consumption,” and said that it stays involved with the NTA on the problem.

The competition will not be the primary of its sort, because the NTA rolled out a undertaking referred to as ‘Take pleasure in Sake!’ final yr in an analogous effort to gin up new enterprise concepts. It’s unclear whether or not the final marketing campaign noticed success given the continued drop in revenues, however the company is taking one other crack on the concept regardless.


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