Drink patriotic!
This is the message that the Japanese government is sending to its people.
Contrary to comparable countries that encourage their fellow citizens to reduce their alcohol consumption, the Japanese tax authorities, under the name Sake viva, launched a major competition calling on the population to show imagination in the fight against the fall in sales of the beer and spirits industry.
"
The goal of this project is to appeal to the younger generation to develop and promote Japanese alcoholic beverages
," says the website, which features a hilarious young woman with beer in hand.
The slope is steep for the national industry: since a peak in 1999, at 1 million hectoliters, the “
volume of taxable alcohol
”, as the Tax Agency says, has plummeted by 20%.
For beer, since 1996, it has dried up by two-thirds, dropping from 701 to less than 235 hectolitres!
The aging of the population has gone through this.
This incitement to drink by the administration…
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