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Beer For Creativity

22 December 2014

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.


26 Comments to “Beer For Creativity”

  1. PG, I can attest to the same thing. During “business” lunches and dinners, others at the table would needle me — trying to get me to join in. I finally figured out the way to make them stop: I started ordering one drink by brand name as if it were a favorite of mine (thus, I was seen as a seasoned drinker). The glass would sit in front of me, but I never drank from it. Everyone else was so busy drinking, they didn’t notice that my glass was always full.

  2. I suspected as much long ago.

  3. You smell that? It smells like bull crap.

  4. Having grown up with a parent who was an alcoholic and most probably is bi-polar, I view this article in the same light as I do ones that try to establish a link between mental illness and creativity.

  5. I think the biggest influencing factor in creativity while drinking is the fact the drinker is no longer at work and thus mentally relaxes. Before I got into manufacturing (and learned I could employ my creative mind while doing that job without fear of screwing up), I worked in various restaurants, and I always noticed my creative impulses would skyrocket the moment I was home and had my writing in my lap (I didn’t start typing my stories out on computer until about ’97). This is how I was able to work a full time job and still go home and write up to five pages of story in longhand despite being physically exhausted.

    Imbibing alcohol was not required.

    • …the fact the drinker is no longer at work and thus mentally relaxes.

      Seriously. Learn to get out of your own way, so that the creative voice can fly free. There are other less risky ways than using alcohol for that. (Alcoholism in my family, so I’ve seen first hand the devastation that ripples out from it.)

  6. Personally the negatives of the wheat would far outweigh any positives of the alcohol.

    In vino veritas.

    In beer bloat.

  7. At FCB-Chicago back in the ’80s, we had a creative department party every Friday afternoon starting around three o’clock with the agency providing free wine and beer. People used to roller skate through the halls. I don’t know if the alcohol added to our creativity, but the knowledge that we worked at a fun place certainly did.

  8. I was nodding my head before I even read the article.

  9. Given that so many artists don’t become noticed until after they die, maybe someone should study the affect of death on creativity.

  10. depends on the person. With Native American bloodlines, in our family, we cant. Far too easy to become soused on so little. I’ve heard some think it increases their whatever.

    But hear also for men, it can affect the tiny vessels that loosen then and cannot hold blood in certain ways for certain part of the body. Not sure. lol since havent had a drink in decades.

    It seems each person is different. I think the crowing about how great it is to be drunken, maybe is so for some. But the boastfulness about it, often seems like another world.

    But I also see the great alchoholic writer of times past, many were also deeply depressed and/or had deep anxiety and other hauntings. Not sure the alchie made them more creative, but perhaps pushed back the close-in dark so that some creativity could more easily leak through. Am in deep sympathy with those who have found various means to self-medicate serious depressions, deep rolling anxieties, panic, ocd, manias and ptsd. There may be other ways however, that do not so tear down the body.

  11. My last semester in law school, I clerked for the firm where I was going to work after graduation. A partner pulled me aside one day and said, “You gotta learn to drink. No beer. Nothing with an umbrella in it. Think what you want, but our clients respect a lawyer that can hold his liquor. Find something you can handle and stick to it.”

    I cycled past an Irish pub every day after law school. I made that pub my laboratory. Stopped every day and had one drink. Found what I liked — single-malt scotch — and stuck with it.

    You don’t have to agree or like it, but the partner was right. Clients take note when you order single-malt.

    What they never noticed was that I drank one order of single-malt and drank Perrier after that.

  12. Sweet. Now if they could figure out the optimal blood alcohol level for pool, I’d be set.

    • I’ve demonstrated that my optimal blood alcohol level for darts is 0.000%. I throw my best on tea. It may not help the imagination, but it does wonders for the concentration.

  13. So first we put kids through an educational system that does its best to pound all the individuality and creativity out of them and then we pour some alcohol through the resulting adults to partially return the free-wheeling creative joy that was their heritage as two-year-olds. Feh!

    • How else are we supposed to manufacture jobs for all the incompetent teachers and incompetent booze-makers? (Good teaching and good booze have value in themselves. Those people don’t need to make busywork for each other.)

      (Note to self: Write SF story about screwed-up Utopia in which there is no crime, so the government pays people to be muggers and burglars in order to save the cops from being laid off.)

  14. Beer makes me bloated.

  15. I quit drinking just as the micro-brew phenom began.
    Missed that, now missing this.

    Wonder what I’ll miss, next.


  16. Now there’s a goal: become an alkie. You’ll go far; make friends & influence people.

  17. When I was in my early twenties, I liked to write a page or two after a night at the pub. It was good for a laugh the next day, usually.

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