Beer brewed specifically to make you more creative

I’m banjaxed, then: I don’t drink. But if you do or even if you’re just curious about whether this can possibly be true, take a load of this:

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.”

New Beer Developed to Maximize Creativity – Jason Brick, PSFK (22 December 2014)

O-kay. An advertising agency thought of this. A likely story. But there’s more: read the full piece to see what else is cooking in how we stimulate and feed our creativity.

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