Contest asks young adults to revitalize the popularity of alcoholic beverages after sharp fall in tax collection
The Japanese government has launched a national contest calling for ideas to inspire others to drink more alcohol after a change in attitude among young people led to a decline in tax revenues.
Long live love! The campaign, led by the National Tax Agency (NTA), is asking people aged 20 to 39 to make proposals to help reinvigorate the popularity of alcoholic beverages, which have fallen out of favor due to lifestyle changes from the coronavirus pandemic. and among young people.
The competition, which runs through Sept. 9, calls for “new products and designs,” as well as tactics to advertise domestic consumption. Participants are also encouraged to explore sales strategies on the metaverse, according to local online page JiJi. com.
The NTA said alcohol intake in Japan increased from an average of one hundred liters consistent with the year-consistent user in 1995 to 75 liters in 2020. The drop in alcohol sales has affected Japan’s budget, which already has a deficit of more than 48 billion yen. (£290 billion).
Alcohol taxes accounted for 1. 7% of Japan’s tax gains in 2020, up from 3% in 2011 and 5% in 1980. Total tax gains on alcohol in fiscal 2020 were reduced by more than 110 billion yen to 1. 1 trillion yen, as of last year, the NTA said last month. This is the biggest drop in alcohol tax profits in 31 years, according to the Japan Times.
“While leaving home has advanced the COVID-19 crisis to some extent, it is possible that many other people have come to wonder if they deserve to continue drinking with colleagues to deepen communication,” an official at the firm told the English-language newspaper. If the ‘new normal’ takes root, it will be an additional headwind for tax revenues. “
Beer intake fell particularly, with volume falling 20% to less than 1. 8 billion litres.
Kirin Brewery, which brews Kirin lager and Ichiban Shibori beer, said that, in line with per capita beer intake in Japan, it stood at about 55 bottles in 2020, down 9. 1 percent from last year. drinking only “proconsistent with the amount of alcohol. “
The festival finalists will be invited to an awards rite in Tokyo on Nov. 10, and the tax office said it would market the winners’ ideas.