A contest to encourage people to do so consume more alcohol. This the government proposal Japanese following lifestyle and habit changes in young people during the pandemic falling tax revenues of the sector “Sake Viva!” the name of the campaign, ie managed by the National Revenue Agency (Nta) and is aimed at humans between 20 and 39 years. The solicitation is to make proposals to revive the popularity of alcoholic beverages and in particular “new products and designs” as well as alternative ways to encourage the consumption of alcohol at home. Participants are also encouraged to explore potential sales methods through the Metaverse. The finalists of the competition will be invited to the awards gala Tokyo on 10.11. The tax office has stated that it will support the commercialization of the winner’s ideas.
Alcohol consumption in Japan has declined, according to the NTA of an average of 100 liters per person and year in 1995 up to 75 liters in 2020. Thus, alcohol taxes accounted for only 1.7% of tax revenue in 2020, compared to 3% in 2011 and 5% in 1980, while in 2020 they accounted for the total alcohol taxes have lost weight of over 110 billion yen compared to the previous year. According to the Japan Times, this is the biggest fall in alcohol tax revenue in 31 years. A particularly sharp decline was recorded in the consumption of Beerwhose sales volume in Waste of more than 20%: Kirin Brewery, which produces Kirin lager and Ichiban Shibori, said per capita beer consumption in Japan was about 55 bottles in 2020, down 9.1% year-on-year.
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