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Marketing contests won't solve Japanese alcohol makers' woes

Young consumers are looking for producers with compatible social values

| Japan
People enjoy food and drink at a bar in Tokyo's Ueno area in July: The custom of drinking with colleagues has been falling out of favor.   © Getty Images

Melinda Joe is a specialist writer on food and drink who is based in Tokyo.

For Japanese alcohol producers and the National Tax Agency that depends on the revenue they generate, the notion of a contest to come up with marketing ideas to boost drinking by young adults must have seemed brilliant.

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