Can beer make you more creative? Research suggests that yes, if you get just drunk enough you can boost brainpower.
This is according to Professor Jennifer Wiley of the University of Illinois who says, “a blood alcohol level of 0.075% is optimal for creative problem solving.”
While excess drinking often end in bad decisions, researchers have found that just enough alcohol can boost creativity. That’s triggered one enterprising Danish firm to create a beer to help you reach your creative peak. They’ve even put a scale on the bottle to ensure you drink the perfect amount. Learn more facts about beer here.
Copenhagen-based ad agency CP + B has collaborated with Professor Wiley to create an Indian Pale Ale The Problem Solver.
“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 CP+B Copenhagen managing director Mathias Birkvad.
As consuming too much beer would have the reverse effect on creative productivity, The Problem Solver’s label shows exactly how much you should drink, depending on your body weight. Thus ensuring you reach that creative peak.
The 7.1 percent craft IPA is said to offer a “refined bitterness with a refreshing finish.” Obviously a marketing gimmick. However, drinkers can get their hands on a bottle—if they live in Copenhagen. The IPA is being served during after-hours workshops at CP+B and at a local city beer store.
Would you try drinking this beer to improve your problem-solving ability and reach your creative peak. Or would you just prefer to get drunk? No judging.