The Problem Solver: A Beer to Make You More Creative

It turns out beer not only makes you think others are better looking, funnier, and more interesting - it also makes you more creative.  

In fact, University of Illinois at Chicago professor Jennifer Wiley has found that the average person produces his or her most creative thinking with an alcohol level of 0.075 percent, According to Fast Company. Known as the creative peak, it's considered the ideal state for problem solving, inventing and generally coming up with great ideas.

Image via Fastcocreate.com

Agency CP+B Copenhagen took Wiley's research to the next level, working with Rocket Brewing to engineer a beer that enables the average person to reach the 0.075 percent. This new beer, "The Problem Solver,” is a craft IPA featuring a bottle indicator to find your creative peak.  However, keep in mind that the agency does offer a note of caution: "Enjoying the right amount will enhance your creative thinking. Drinking more will probably do exactly the opposite."

"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," said CP+B Copenhagen Managing Director Mathias 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?"

About the Author: Amanda Ciccatelli, Social Media Strategist of the Marketing Division at IIR USA, has a background in digital and print journalism, covering a variety of topics in business strategy, marketing, and technology. Amanda is the Editor at Large for several of IIR’s blogs including Next Big DesignCustomers 1stDigital Impact, STEAM Accelerator and ProjectWorld and World Congress for Business Analysts, and a regular contributor to Front End of Innovation and The Market Research Event,. She previously worked at Technology Marketing Corporation as a Web Editor where she covered breaking news and feature stories in the technology industry. She can be reached at aciccatelli@iirusa.com. Follow her at @AmandaCicc.

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