Japan urges its young people to drink more to boost economy

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Japan's young adults are a sober bunch, something that authorities are hoping to change.

The younger generation is less likely to drink alcohol than their parents.

The national tax agency is trying to come up with ideas to reverse the trend.

The goal of the "Sake Viva!" campaign is to make drinking more attractive.

It's for Japanese sake, shochu, whiskey, beer or wine that the contest asks 20 to 39-year-olds to share their business ideas to kick-start demand among their peers.

New habits and an aging population have led to a decline in alcohol sales, according to the group running the competition.

It wants contestants to come up with innovative ideas.

The Japanese media say the reaction has been mixed. famous actresses performing as virtual-reality hostesses in digital clubs have been posted online.

The contestants have until the end of the month to submit their ideas. The experts will help develop the best plans before the final proposal is presented in November.

Japan's alcohol market is Shrinking and the country's older demographic is a factor behind it, according to the campaign's website.

According to recent figures from the tax agency, people were drinking less in 2020 than they were in 1995 with the average number of liters per week falling from 25 to 75.

Over the years, tax revenue from taxes on alcohol has decreased. In 1980, it made up 5% of revenue, but in 2020 it will make up 1.7%.

Almost a third of Japan's population is aged 65 and older, according to the World Bank.

Concerns about the future of sake is not the only problem that poses for Japan's economy - there are worries about the supply of younger staff for certain types of jobs.