From Medical Daily:
As if you didn’t need another reason to drink, creative agency CP+B Copenhagen just teamed up with Danish brewery Rocket Brewing to design a beer that will boost your creativity. After all, it’s often while relaxing at a bar, drinking a pint, that we find ourselves thinking more creatively about the tasks at hand — whether at work, at home, or elsewhere.
The beer, a 7.1 percent-alcohol by volume India Pale Ale is called “The Problem Solver.” Its bottle design is based on research from University of Illinois Professor Jennifer Wiley, who determined that a person’s “creative peak” comes when they reach a blood alcohol level of 0.075. So, in order to get people as close to this level as possible, the bottle includes a scale, which shows creativity-searching drinkers where to stop drinking, based on their weight.
. . . .
“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,” CP+B Copenhagen managing director Mathias Birkvad told Fast Company. “As an ad 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?”
Link to the rest at Medical Daily
PG can attest that 99% of the advertising agency types he used to work with held a strong belief that alcohol enhanced all aspects of their lives.