YOUNG adults in Japan are being urged to drink more alcohol after alcohol tax revenues have fallen.
The government has even launched a bizarre competition asking people to come up with ideas on how to entice younger people to hit the bottle.
Entitled “Sake Viva!”, people aged 20 to 39 are invited to present “new products and designs” and ways to promote drinking at home.
The country’s tax authority is keen for sales to pick up again as young adults shun drinking over lifestyle changes during the Covid pandemic.
But Japan’s alcohol industry has long suffered, with alcohol consumption plummeting from an average of 100 liters per person per year in 1995 to 75 liters in 2020, according to the tax agency.
It also showed that alcohol products accounted for 3 percent of government tax revenues in 2011, down to 2 percent by 2020.
The tax agency launched its campaign — the latest in a long history of programs aimed at boosting alcohol consumption — earlier this year and hopes to generate events to promote alcohol consumption, the Financial Times reports.
Japan’s health ministry said it hoped the initiative would remind people to only drink “the appropriate amount of alcohol” to avoid health problems.
The contest, which runs through September 9, also encourages entrants to look for ways to use the metaverse to promote sales.
The winning ideas will be commercialized by the tax office after an awards ceremony in November.
It comes as Britons face a staggering six per cent price hike in pubs, bars and restaurants when based on 9 pints.
Soaring costs facing the hospitality industry have forced the surge, insiders say.
This is a huge increase from 2008 when the average price for a pint was just £2.30.
Since then, the price of a pint has risen by 72 per cent in recent years to an average of £3.95 in 2022.
In London, an average pint of the goodies costs a national maximum of £5.50, according to finder.com.
NHS guidelines suggest that people should not regularly drink more than 14 units per week.
https://www.the-sun.com/news/6022932/japan-young-adults-drink-more-alcohol/ Japan urges young adults to drink MORE alcohol after alcohol consumption declined among its citizens