NewsRescue
In order to boost the economy, the Japanese government has asked its sober youth to start drinking more alcohol.
This is because the younger generation drinks less than their parents, resulting in a drop in consumption due to alcohol taxes.
The national tax agency is now attempting to reverse the trend with a new competition called Sake Viva, according to Mail Online.
The contest invites people aged 20 to 39 to share their business ideas to help increase alcohol consumption among their age group. To help increase sales, contestants will devise branding, promotion, and even artificial intelligence plans.
According to the BBC, the competition organizers stated that the Covid pandemic affected youth drinking habits. This, combined with an aging population, with one-third of the population over the age of 65, has resulted in a drop in alcohol sales.
People consumed 16 gallons of alcohol per year in 2020, compared to 22 gallons per year in 1995. This has resulted in a drop in alcohol tax, which will account for only 1.7% of total revenue in 2020, down from 5% in 1980.