The Japanese government has asked its sober youth to start drinking more alcohol in a bid to boost the economy.
This is because the younger generation drinks less than their parents, causing a slump in the intake from taxes on drinks.
According to Mail Online, the national tax agency is now trying to reverse the trend with a new competition called Sake Viva.
The contest asks people aged 20 to 39 to share their business ideas to help boost the consumption of alcohol among their age group.
Contestants will come up with branding, promotions and even artificial intelligence plans to help increase sales.
The competition organisers said the Covid pandemic affected drinking habits among the youth, the BBC reported. This combined with an ageing population, with a third over the age of 65, has led to the slump in sales of alcohol.
In 2020, people were drinking 16 gallons of alcohol a year, while in 1995, 22 gallons a year were consumed. This has led to a slump in alcohol tax, making up just 1.7 per cent of total revenue in 2020 compared to five per cent in 1980.