The relationship between alcohol and creativity is well-known. As we illustrated in an infographic earlier this year, the goal is to drink just enough to get those creative juices flowing. Drink too much and the gains in creativity will be lost. Achieving that balance can be tricky, which is why Danish ad agency CP+B Copenhagen partnered with Rocket Brewing to produce a beer called The Problem Solver:
Enter “The Problem Solver.” a craft IPA featuring a bottle indicator to find your creative peak. Drink the right amount to fit your weight to hit the magical 0.075%. The agency does offer a (obvious) note of caution: “Enjoying the right amount will enhance your creative thinking. Drinking more will probably do exactly the opposite.”
This image shows the indicator in action:
The agency dreamt up this wonderful idea after reading University of Illinois at Chicago professor Jennifer Wiley’s research on the best blood-alcohol level to fuel creativity:
CP+B Copenhagen managing director Mathias Birkvad said the idea came about when they came across Wily’s research. “We have often experienced that the best creative ideas, that we have come up with, are not necessarily done within the agency walls, but often at after-hours social gatherings at our local pub,” says Birkvad. “As an agency we believe that creative thinking can solve any problem. So why not take the idea a step further and use the beer to do something good?”
If you want to try this beer you’ll have to fly to Copenhagen…until someone (hopefully) imports this cleverly packaged brew:
The Problem Solver is being served during after-hours workshops at the agency, at a local Copenhagen beer store and at a new initiative called “The Problem Solvers” in which community and charity groups are invited to the agency to brainstorm ideas over—you guessed it—a beer.