The younger generation in Japan is drinking less alcohol than their parents - a move that has hit taxes from beverages like sake (rice wine).
So the national tax agency has stepped in with a national competition to come up with ideas to reverse the trend.
The "Sake Viva!" campaign hopes to come up with a plan to make drinking more attractive - and boost the industry.
Recent figures from the tax agency show that people were drinking less in 2020 than in 1995, with numbers plummeting from 100 litres (22 gallons) a year to 75 litres (16 gallons).
Tax revenue from taxes on alcohol has also shrunk over the years. According to The Japan Times newspaper, it made up 5% of total revenue in 1980, but in 2020 amounts to just 1.7%.
Can I personally thank the many heroes on here who are downing pints to keep my taxes lower.
Your exploits are truly heroic.
So the national tax agency has stepped in with a national competition to come up with ideas to reverse the trend.
The "Sake Viva!" campaign hopes to come up with a plan to make drinking more attractive - and boost the industry.
Recent figures from the tax agency show that people were drinking less in 2020 than in 1995, with numbers plummeting from 100 litres (22 gallons) a year to 75 litres (16 gallons).
Tax revenue from taxes on alcohol has also shrunk over the years. According to The Japan Times newspaper, it made up 5% of total revenue in 1980, but in 2020 amounts to just 1.7%.
Can I personally thank the many heroes on here who are downing pints to keep my taxes lower.
Your exploits are truly heroic.
