The last generations of young people in Japan have been characterized, among other things, by not consuming much alcohol, something that the authorities want to change with a new campaign.
All with a clear motivation: by drinking less than their parents, the income generated by taxes on beverages such as sake is greatly reduced.
This led the Japanese national tax agency to create a national competition to get ideas to reverse this trend.
The campaign, called “Long live the Sake!”, hopes to come up with a plan to make this drink attractive again and thus boost the liquor industry.
The call consists of asking young people among the 20 and the 39 years who share their business ideas that can boost consumption among their peers, it does not matter if it is for the sake, for shochu, whiskey, beer or wine.
The authorities behind this competition point out that the new consumption habits -partially formed during the covid pandemic- – and a population that is getting older, han led to a decline in alcohol sales.
The idea is that young people give ideas about promotion, brands and plans that even involve Artificial Intelligence.
Mixed reactions
The media in Japan has pointed out that the reactions to the proposal have been mixed, with criticism above all to the idea of promoting an unhealthy habit.
But others have published “striking” ideas such as famous actresses promoting drinks within digital clubs in the world of virtual reality.
People who wish to participate in the contest have until the end of September to submit their ideas. The best plan will be implemented with the help of a group of experts to reach a final proposal in November.
On the online site where the campaign is promoted, emphasis is placed on the reduction in the consumption of alcoholic beverages in the country in recent years .
Recent figures from the tax agency show that people drank less in 2020 than in 1995, and the figures plummeted from 100 liters to 75 liters per person per year.
Tax revenue from alcohol taxes has also been reduced over the years. According to The Japan Times newspaper, in 1995 the tax on beverages represented 5% of total income, but in 2020 amounted to only 1.7%.
The World Bank estimates that almost a third (29%) of the population of Japan has 65 years or older, the highest proportion of world, another factor influencing the reduction in consumption.
Concerns about the future of sake are not the only problem posed by the Japanese economy: there is a lot of uncertainty about the supply of personnel younger for certain types of jobs and caring for the elderly in the future.
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