In order to increase the consumption of alcohol, the Japanese Tax Agency has launched the campaign “Viva Sake”, i.e. long live sake (Japanese rice wine). The British public radio, BBC, reports on the matter.
Young Japanese drink less alcohol than their parents. Of course, this is also directly reflected in tax revenues from alcohol, which have decreased due to new drinking habits.
The Japanese are now trying to reverse the trend with a new competitive campaign called Viva Sake.
It is looking for people aged 20-39 to share their business ideas related to sake, whiskey, beer or wine. The idea is to inspire participants to come up with advertising campaigns, brand alcohol products and use artificial intelligence to make alcohol more attractive. The competition ends at the end of September.
After that, the best ideas are further refined with the help of experts and presented in November.
According to the BBC, the campaign (you will switch to another service)has been met with mixed reactions. Critics have wondered why an unhealthy habit should be marketed in any way. But on the other hand, the campaign has also already produced new ideas.
Annual alcohol consumption dropped from one hundred liters to 75 liters
The campaign’s website says that Japan’s alcohol market is shrinking. This is due to the so-called for demographic reasons. In the same way as, for example, in Finland, the population is aging rapidly, and the birth rate is decreasing.
According to the World Bank’s estimate, about a third of the population is over 65 years old.
In 2020, the Japanese population consumed less alcohol than in 1995 – measured in liters, an average of 25 liters less.
Tax revenues from alcohol have dropped from five percent to around 1.7 percent.
The BBC article does not say how much alcohol harms cost society at the same time. In Finland, for example, the cost is billions of euros annually.
You can discuss the topic from 19.8 until 11 pm.