Japan's youngsters have been told to drink more alcohol to help boost the economy in its post-Covid slump. Data shows that people in the country were drinking less in 2020, the year the pandemic was declared, than in 1995, when people were consuming 100 litres (22 gallons) of alcohol.
Now, The Independent reports, the figure is 75 litres (16 gallons), according to figures from Japan’s tax agency. A national "business contest" has been announced by the Japanese tax agency to stimulate demand for alcoholic drinks of all kinds, including sake, shochu, awamori, beer, whisky and wine.
People between 20 and 39 have been asked to come up with innovative ideas for new services and promotion ideas that can help improve demand.
Japan’s alcohol market has suffered due to an older demographic and declining birth rates, according to the organisers of the contest. The pandemic also inflicted another blow. "Lifestyle changes due to the impact of the new coronavirus infection," have hit hard.
“In this project, by asking young people to propose their own business plans, we will promote the development and promotion of Japanese alcoholic beverages to young people, and at the same time aim to revitalise the industry," organisers said.
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