The Japanese government is asking young adults to consume more alcohol due to declining liquor sales and tax revenue

The Japanese government is asking young adults to consume more alcohol due to declining liquor sales and tax revenue.

A contest was launched by the National Tax Agency, where contestants are permitted to submit ideas on how to encourage young adults to start drinking more alcohol based on marketing strategies and products. Finalists will be invited to expert consultation in October before Tokyo’s official tournament in November. The winner’s business plan will be used to increase liquor sales in the country.

“The domestic alcoholic beverage market is shrinking due to demographic changes such as the declining birthrate and aging population, and lifestyle changes due to the impact of Covid-19.”