Today: Wednesday, 1 February 2023 year

Japan launches competition to encourage youth to drink alcohol

Japan launches competition to encourage youth to drink alcohol

The Japanese tax authorities have announced the Sake Viva! among people aged 20 to 39, in which they need to come up with options on how to encourage young people to consume more alcohol

Participants are asked to submit “new products and designs” as well as ways to encourage drinking at home. The competition was announced due to the reduction in tax revenues from the alcohol industry due to demographic changes, the pandemic and lifestyle changes.


The Japanese Ministry of Health hopes that the holding of the competition will be “reasonable” in terms of the amount of alcohol that can be consumed. If in 2011 the share of alcoholic products accounted for three percent of all tax revenues, then by 2020 the share has fallen to two. Average annual adult alcohol consumption has fallen from 100 liters in 1995 to 75 liters in 2020.