“Drink alcohol for the nation!” Begs the Japanese tax authorities
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The tax agency is alarmed by the significant drop in consumption of beer and spirits, which has a very real impact on its tax revenue.
Drink patriotic! This is the message that the Japanese government is sending to its people. Contrary to comparable countries which 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 objective of this project is to appeal to the younger generation to develop and promote Japanese alcoholic beveragessays the website, which features a hilarious young woman with a beer in hand.
The slope is steep for the national industry: from a peak in 1999, at 1 million hectoliters, the “volume of taxable alcohol“, as the tax agency says, 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 incentive to drink by the administration, a priori the most serious in the country, is explained by the tax windfall that alcohol brews, in the same way as salt and tobacco. Taxes on alcoholic beverages irrigated the budget to the tune of 3% of revenue in 2011, but more than 2% in 2020. All shame drunk, the Ministry of Finance therefore remains an active promoter of alcohol. Japan’s fiscal gods are thirsty: with a public debt that is twice its economy, any new recipe is good to take. At the Ministry of Health, we play it sober, calling for drink “in a measured way“.
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