“We want ideas to encourage young people to drink more alcohol.” The Japanese government’s aim is to confront the decline in sales of alcoholic beverages and the revenue the industry has generated in recent years.
Unusual campaign “Sake Viva!” It invites the population aged 20 to 39 to submit ideas that will help regain the popularity of Japanese beverages like sake, in addition to whiskey, wine, and beer.
The campaign, run by a local advertising agency on behalf of the IRS, began last July and has been met with uncertainty in recent years as the Japanese government itself has called for moderation in alcohol consumption for health reasons.
The younger generation is consuming less alcohol, a trend affecting tax collections on beverages like sake, and Japanese manufacturers are seeing a sharp drop in sales. Thus, the Japanese IRS decided to launch a national campaign to reverse this trend.
“The national alcohol market is shrinking due to demographic changes such as falling birth rates and an aging population, as well as lifestyle changes due to the impact of Covid-19,” the agency’s website says. He adds that this campaign aims to “attract the younger generation… and revitalize the industry.”
falling consumption
On the other hand, alcohol consumption has fallen as bars and restaurants continue to close during the Covid-19 pandemic.
According to industry sources, tax revenue from sales of alcoholic beverages in Japan in fiscal 2020 fell 13% compared to 2016.
source: Noticias
