Contest asks young adults for ideas to revitalise popularity of alcoholic drinks after big fall in tax revenues

The Japanese government has launched a nationwide competition calling for ideas to encourage people to drink more alcohol after a change in attitudes among the young resulted in a slide in tax revenues.

The Sake Viva! campaign, which is being run by the National Tax Agency (NTA), asks 20- to 39-year-olds to come up with proposals to help revitalise the popularity of alcoholic drinks, which have fallen out of favour because of lifestyle changes during the coronavirus pandemic and among young people.