Hemingway would be proud: a beer proven to boost creativity

Conventional wisdom tells us that getting a little drunk stimulates creativity and problem-solving by quieting that “inner critic” who tells us to ignore (or not speak out loud) our most divergent ideas. The trick, of course, is getting just drunk enough to be creative and productive without slipping over into the territory where every idea feels like a good idea.

Advertising agency CP + B has teamed up with Professor Jennifer Wiley of the University of Illinois at Chicago to solve that problem for us. Wiley's team discovered that a blood alcohol level of 0.075% is optimal for creative problem solving. The Copenhagen-based ad agency has created a craft IPA brewed to get an average-sized person to 0.075% in one serving. They've dubbed this potion of creativity “The Problem Solver.”

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