Japan's youngsters have been told to drink more alcohol to help boost the economy in its post-Covid slump. Data shows that people in the country were drinking less in 2020, the year the pandemic was declared, than in 1995, when people were consuming 100 litres (22 gallons) of alcohol.
Now, The Independent reports, the figure is 75 litres (16 gallons), according to figures from Japan’s tax agency. A national "business contest" has been announced by the Japanese tax agency to stimulate demand for alcoholic drinks of all kinds, including sake, shochu, awamori, beer, whisky and wine.
People between 20 and 39 have been asked to come up with innovative ideas for new services and promotion ideas that can help improve demand.
