SAKE VIVA! The Japanese called the nationwide campaign to increase alcohol drinking as the SAKE VIVA campaign. ‘Long live alcoholic drinks’: this is essentially what the phrase ‘sake viva’ means.
Japan made waves in Aug 2022 when the Japanese government launched a nationwide campaign and competition encouraging youngsters to drink more alcohol. This is remarkable news, particularly in India, where right from the days of Mahatma Gandhi; alcohol is taboo. Alcohol after all is noted to cause deleterious effects; not only on physical health but also alcohol addiction causes social problems for the addict. Alcohol or Arukuro in Japanese is a significant tax generator for Japanese government. ‘Sake’ is also a Japanese term for any alcoholic drink. The Japanese called the nationwide campaign to increase alcohol drinking as the SAKE VIVA campaign.
Sake Viva campaign
‘Long live alcoholic drinks’: this is essentially what the phrase ‘sake viva’ means. The Japanese national tax agency has invited Japanese people aged 20 years to 39 years, to submit ideas on how to increase the appeal of alcoholic beverages among the youth and public. As such, due to Covid-19 pandemic and lockdown alcoholic beverage consumption among Japanese has gone down. Reacting to this campaign, the health ministry of Japan hoped that the campaign will insist on people to consume only “proper amounts of alcohol”.
WHO and alcohol consumption
When the World Health Organization (WHO) was founded in 1948 by the United Nations, focus was to have a dedicated global entity that helps provide health for all – across nations, WHO is also considered an authoritative source of health information. As per WHO, alcohol is a toxic and psychoactive substance responsible for 33 lakh deaths world-wide and the percentage of global burden of disease due to alcoholism is 5.1%. Thus, harmful use or consumption of alcohol is a danger to humanity & is called the third important risk factor of poor health.
Messages and alcohol consumption
The consumption of alcoholic beverages in India and world is primarily due to mixed messages on the harm and benefits of alcohol consumption. To the impressionable youthful mind these messages in popular media and from social circles create the alcohol consumption pattern. Images of being trendy, global, hot, cheerful, celebratory and youthful personality as an alcohol consumer makes people get onto the alcohol consumption bandwagon. When film personalities and other influential figures in society are shown consuming and enjoying alcoholic beverages there is a tug in the minds of fans and onlookers to develop such a habit. And this puts the person into a vicious cycle of alcohol use and poor physical, mental and social health.
Alcohol consumption in India
India is the largest consumer of whiskey (hard liquor). The various hard liquors are potentially toxic and highly addictive substance of abuse. As per a 2020 report, there are 16 crore consumers of alcohol across India. In 2020, 500 crores liters of alcohol consumed in India. Alcohol use in India is causing loss of 1.45% GDP. A 2021 ICRIER study states India is one of the fastest growing alcohol consumption markets and valued at about Rs. 3.90 lakh crores per annum. National Family Health Survey of India (NFHS-4) survey identified hot spot districts of alcohol consumption.
For instance, entire North East is a hot spot; Arunachal Pradesh is highest consumer of alcoholic beverages; western parts of Madhya Pradesh and North Eastern districts of AP are hot spots too. The alcohol consumption pattern is causing poor health, strained relationships in families and affecting educational attainments of children due to family stress.
Alcohol demarketing campaigns are required
Demarketing is a concept of reverse marketing, where marketing campaigns are launched to reverse or decrease demand for a product or service. To save one’s younger generation from the clutches of deceptive well-being and cheer provided by the images of alcohol beverage consumption, it is essential responsible media and authorities put the focus on demarketing campaigns for alcohol beverages. In Japan, the opposite is being done through the SAKE VIVA campaign and will certainly impact societal well-being of Japanese citizens.
Russia has the highest consumption of alcohol, and estimates are 36.90% Russians suffer alcoholism. Russia’s alcoholism problem has been called by the Russian authorities as a disaster and is responsible for premature deaths in Russia, and the consequent demarketing campaigns to lower alcohol consumption in Russia has helped Russians. Alcohol abuse has impact on liver and brain health. Excess alcohol consumption and wrong accompaniment foods causes damage to heart and blood vessels. Positive messages should be provided by influencers and authorities thereby limiting alcohol consumption in society.
Sunil S Chiplunkar M Pharm (Pharmacology) MBA (Marketing) PGDHRM (PhD)
VP – Business Development, Group Pharmaceuticals, Bangalore
E mail: 1969sunilchiplunkar@gmail.com
Mob: 63645 78669
