A Copenhagen microbrewery is running with the idea that moderate alcohol intake improves innovation and creativity with their beer ‘The Problem Solver.’
Rocket Brewing with ad agency CP+B Copenhagen launched ‘The Problem Solver’ to help drinkers reach the ideal level of intoxication to enhance “problem solving, inventing and general ‘out of the box’ thinking.” The idea that alcohol can boost creativity has been around since there have been artist and alcohol but in a 2012 study by The University of Illinois found that men with a blood alcohol level of 0.07% completed puzzles and bar games more effectively. In fact, the drinkers solved 40% more of the problems than the sober participants.
‘The Problem Solver’ takes it one step further by providing a handy chart on the bottle to make it “easy to find your creative peak.”
The makers do warn that while “[e]njoying the right amount will enhance your creative thinking. Drinking more will probably do exactly the opposite!”
As far as the taste, we have not yet been able to track down a bottle of the IPA a;ll the way from Denmark. But according to their Facebook page, the Brewery is trying to find distribution so hopefully you will see it in a store near you in the near future.