There’s been an age old debate on the correlation between alcohol and creativity. According to a study, an alcohol buzz (not downing an entire bottle) can actual increase creative cognition. This comes as great new for alcohol fans around the globe. The news gets better as one Danish firm introduce beer that boosts your creativity – and even a bottle that ensures you drink the perfect amount.
Called the Problem Solver, it comes with a scale so you can drink the perfect amount based on your weight. The Problem Solver is a handcrafted Indian Pale Ale brewed and meant to tickle taste buds and brain cells :).
University of Illinois Professor Jennifer Wiley determined that a person’s “creative peak” comes when their blood alcohol level reaches 0.075, lowering their ability to overthink during a task. The indicator on the bottle makes is easy to find your creative peak. Drink the amount that fits your weight to make sure you hit the magical 0,075%.
To most, The Problem Solver is a marketing gimmick, but if you’re looking to get your hands on a bottle, your chances are greater if you live in Copenhagen. The IPA, Indian Pale Ale, is being served during after-hours workshops at CP+B, the marketing agency and at a local city beer store.
Medical Daily reports that marketing agency CP+B Copenhagen and Danish brewery Rocket Brewing wanted to help drinkers reach their imaginative prime, so they decided to create their own beer to do just that.
A study, published in Consciousness and Cognition, included 40 men ages 21 to 30 who watched a movie while they were asked to complete verbal puzzles (ie: Which word goes along with the previous three?). Half of the men were given enough of a vodka and cranberry juice drink to get their blood alcohol content to .075—just below the legal limit of 0.08—while the other half were sober.
The buzzed guys solved problems faster than the sober ones—taking an average of 11.5 seconds versus 15.2—and out of 20 problems, correctly solved nine versus six for the sober set.
We believe the science 🙂