Japan: Nuts to this abstinence business

Japanese tax agency is paying for ideas to boost drinking in the wake of slumping revenue

No, this is not one of these.

Rather, it’s another sign Japan has not found a way to cope with a host of demographic problems that includes too low birth rates.

Reports the BBC: Japan’s tax agency has launched a national competition called “Sake Viva!” that hopes to come up with a plan to make drinking more attractive for 20- to 39-year-olds. It’s asking the age group for ways – marketing, promotions, or whatever — to increase demand among its peers for sake, shochu, whiskey, beer, and wine. There’s even a website.

Sound desperate, given the health problems – and cost to society — associated with increased drinking? Indeed. But the numbers show how desperate the government is to boost alcohol tax revenue, which has crashed as Japan ages and as its younger adults drink less.

Booze consumption among the young fell one-quarter between 1995 and 2020; by comparison, U.S. consumption for that demographic remained more or less steady during the same period. Booze taxes, meanwhile, accounted for about 5 percent of total revenue in 1990, but just 1.7% in 2020.

The Wine Curmudgeon is not eligible for the contest – too old and not Japanese. But the blog does have an unofficial Japanese bureau, and Churro (the blog’s associate editor) and I will be touch with our colleagues to offer a solution.

Quality $10 rose solves most problems, yes?