Reach the perfect creativity level -- with one bottle of this beer Studies
have shown that being slightly tipsy helps boost creativity. A new beer
called The Problem Solver can help you reach the optimal level of
intoxication in one serving
Could this beer fix all your back-to-work problems?
Forget Dry January: there’s a beer that will help you work better.
Being slightly boozed up can help the creative juices flow, according to
researchers at the University of Illinois at Chicago, who found that the
ideal blood alcohol level for creative problem solving is 0.075pc, just
under the legal driving limit of 0.08pc.
The research prompted the Danish advertising agency CP+B to create *The
Problem Solver, a beer “especially made to bring you as close to your creative peak as possible”.
The craft India Pale Ale has an alcohol content of 7.1pc and comes in a
75cl bottle, allowing the average drinker to reach the optimal level of
tipsy creativity with one serving.
The bottle also comes equipped with a measuring chart on its side, so
non-average drinkers can adjust how much they drink according to their
The University of Illinois at Chicago study, which was published in 2012 in
the journal Consciousness and Cognition, gave participants three words and
asked them to think of a word that can be connected to each -- for example,
the word “pit” can be attached to “peach”, “arm” and “tar”.
One group was slightly intoxicated, with a blood alcohol content of around
0.075pc, while the other group was sober.
Not only were the tipsy participants able to think of more answers, but
they worked more quickly and their solutions were more insightful.
These results have been likened to the effect of feeling bored or sleepy:
the mind drops its attention to detail and its desire to follow logical
steps of association, freeing up the thought process and allowing the mind
to gallivant in uncharted directions.
Another study,* conducted by The Drum reached similar results.
For the experiment, 18 advertising executives were
split into two teams -- one sober, one with unlimited alcohol supplies --
and given three hours to come up with a brief on tackling binge drinking.
The inebriated group was found to be more productive, thinking of 23pc more
ideas than the other team. They also cooked up four of the five top ideas,
while the sober team produced four of the five worst ideas.
The Problem Solver beer, which is brewed by the *Rocket Brewing Company is currently only available in