In a move to uplift tax revenues from alcoholic beverages, the Japanese government has launched a nationwide competition calling for ideas to encourage people to drink more alcohol.
The Sake Viva! campaign, which is being run by the National Tax Agency (NTA), asks 20- to 39-year-oldsto come up with ideas for new "products and designs" to "stimulate demand among young people".
This includes boosting Japanese alcoholic beverages such as sake (rice wine), beer, whiskey, wine or beer.
According to reports, the group running the competition for the tax authority says new habits - partly formed during the Covid pandemic - and an ageing population have led to a decline in alcohol sales.
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Taxes on alcohol products accounted for 5% of total revenue in 1980, but shrunk to just 1.7% in 2020, according to The Japan Times.