In Japan, a competition has been announced for ways to encourage young people to drink alcohol.

The Sake Viva contest will run until September 9th. Participants need to submit "new products and designs" as well as ways to encourage drinking at home. The reason for this initiative is the reduction in tax revenues from the alcohol industry due to demographic changes, the pandemic and people's changing attitudes towards their health. The Ministry of Health of Japan expressed the hope that the competition will be "reasonable" in terms of the amount of alcohol that can be consumed.