Contest asks young adults for ideas to revitalise popularity of alcoholic drinks after big fall in tax revenues
alcohol consumption in Japan had fallen from an average of 100 litres a person a year in 1995 to 75 litres in 2020. The decrease in alcohol sales has hit Japan’s budget, which is already running a deficit of more than ¥48tn
Taxes on alcohol accounted for 1.7% of Japan’s tax revenue in 2020, down from 3% in 2011 and 5% in 1980. Total revenue from tax on alcohol in the 2020 financial year fell by more than ¥110bn to ¥1.1tn, compared with the previous year, the NTA said earlier this month.
There was a particularly steep decline in beer consumption, with sales volume down 20% to less than 1.8bn litres.Kirin brewery, which makes Kirin lager and Ichiban Shibori, said per capita beer consumption in Japan totalled about 55 bottles in 2020, a 9.1% decline on the previous year. Japan’s health ministry said it hoped the campaign would also remind people to remember to drink only the “appropriate amount of alcohol”.
Finalists in the competition will be invited to gala awards ceremony in Tokyo on 10 November, and the tax office said it would support the commercialisation of the ideas from the winner.
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