Tax raised from alcohol sales accounted for 5% of total government revenue in 1980, falling to 3% by 2011 and less than 2% by 2020.

While alcohol taxes still produced £67.6 billion in 2020, Japan’s national debt to GDP ratio, at about 240%, is worse than any country in the world except Zimbabwe’s. The average alcohol consumption dropped from 100 litres per capita in 1995 to 75 litres in 2020.

With its first round of the competition running until September 9, the Sake Viva! campaign is looking for ideas, which could include the promotion of imbibing using artificial intelligence and the metaverse.

Selected entries will progress to a final stage and an award ceremony for winners will be held in Tokyo on November 10.

The winning ideas will be used by the Japanese tax agency for commercial campaigns, The Times reports.

The campaign website reads: “The aim of this project is to appeal to the younger generation regarding the development and promotion of Japanese alcoholic beverages by having young people themselves propose business ideas, and to revitalise the industry by promoting great plans.”