Japan calls for young people to drink more

Japan’s National Tax Agency has launched a nationwide competition – “Sake Viva!” – calling for ideas to revitalise the drinks industry after tax revenues from alcohol crashed to a new low


ANNUAL ALCOHOL CONSUMPTION
(litres per capita)

1999: ¥2.2 trillion

Tax revenue 2020: ¥1.1tn ($8.4bn) 
1.7% of overall tax revenue

In 2020, liquor tax on malt-based beer (>25% malt) decreased and rate for beer-flavoured liquors (<25% malt) increased


101 	100	95.5	87.8	82.3	81.6	75

1990 	1995 	2000 	2005 	2010 	2015 	2020


Source: National Tax Agency
Picture: Getty Images
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