Japan’s government recently kicked off a marketing campaign aimed at increasing alcohol sales among younger citizens, aged 20 to 39, in response to record decreases in alcohol tax income in Japan over the past few years.
a contest called “Sake Viva!” on August 14. The marketing scheme asks citizens between the ages of 20 and 39 to submit concepts for alcohol advertisements designed specifically for younger demographics, as well as ideas for relevant “new products and designs.”
“The idea is to elicit ideas from young people’s perspectives about new services and sales strategies, and to revitalize the domestic market, which is shrinking due to factors such as population decline, Japan’s Jiji Press news agency reported on August 14. A private research institute recently found that approximately “half of young people [in Japan] do not have a daily drinking habit,” according to Jiji Press.
The “Sake Viva!” contest will accept entries through September 9. Finalists will advance to the last round of the competition in the form of a gala awards ceremony held in Tokyo on November 10. Japan’s NTA will fund the commercialization of the winning advertisement concept. Alcohol consumption in Japan has fallen consistently over the past three decades. The average Japanese consumed 100 liters of alcohol annually in 1995. This figure dropped to 75 liters by 2020. The slump in alcohol sales has been reflected in the decreasing contribution of alcohol tax revenue to the Japanese federal budget, “which is already running a deficit of more than ¥48tn [about $350 billion USD],” the U.K.’s“Taxes on alcohol accounted for 1.
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