In an effort to stimulate the economy, Japan has requested that its sober youth begin drinking more alcohol.
The younger generation consumes less alcohol than their parents, resulting in a decline in tax revenue from beverages like as sake.
Using a new contest dubbed Sake Viva, the national tax agency is attempting to reverse the trend.
To improve sales, competitors will devise plans for branding, advertising, and even artificial intelligence.
The BBC said that competition organizers stated the Covid pandemic altered the drinking habits of young people.
This, coupled with the fact that a third of the population is over the age of 65, has resulted in a decline in alcohol sales.
In 2020, people used 16 gallons of alcohol annually, compared to 22 gallons annually in 1995.
This has led to a decline in alcohol tax, which will account for only 1.7% of total revenue in 2020, down from 5% in 1980.
The proposal has been accused by critics of promoting unhealthy options to a more health-conscious youth.
Others, though, have seized onto the concept, with concepts such as famous actresses “acting” as virtual reality drinks hostesses in digital clubs already circulated.
The competition will conclude at the end of September, and the final concepts will be presented in November after being refined with the assistance of industry professionals.