The Japanese government has launched a new campaign aimed at encouraging youths in the country to consume more alcohol as a way of boosting the economy through taxes from the brewery industries.

According to reports, recent statistics from the tax agency revealed that Japanese people were drinking less in 2020 than in 1995, with numbers reducing from an annual average of 100 litres (22 gallons) to 75 litres (16 gallons).

“A report by the Japan Times newspaper showed that revenue from taxes on alcohol has also fallen over the years for Japan, the third largest economy. It made up 5% of total revenue alcohol in 1980, but in 2020 amounted to just 1.7%.

According to the official competition website, National Tax Agency said the campaign tagged “Sake Viva!” is a nationwide competition to get ideas from the youths on how to make alcohol more appealing to young people in the country.

“But the campaign was designed to request youths from 20 to 39 years old to share their business ideas that will make the young generation drink again – whether it is for Japanese sake, shochu, whiskey, beer or wine.

Adding that “The domestic alcoholic beverage market is shrinking due to demographic changes such as the declining birthrate and ageing population, and lifestyle changes due to the impact of COVID-19. It further makes an “appeal to the younger generation, and to revitalize the industry.”