The Japanese government encourages alcohol consumption

The younger generation is drinking less alcohol than their parents – a change that has hit taxes on drinks such as sake (Japanese rice wine). The national tax office therefore announced a nationwide competition to develop ideas to reverse the trend.

“Sake Viva!” campaign is expected to make alcohol consumption more attractive in order to boost the economy. The competition invites young people between the ages of 20 and 39 to share their business ideas to spark demand among their peers – be it sake, whisky, beer or wine.

According to the group organizing the competition, new habits – which were partly formed during the Covid epidemic – and the aging of the population led to a decrease in alcohol sales. According to the Japanese media, some criticize the attempt to popularize the unhealthy habit.

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