Add to the list of science-y things that I did not know about, that the most creative thinking is done at an alcohol level of 0.075%. AKA, the “creative peak”‘ it is where the inventive mind seems to take control.
And now we have the Problem Solver IPA.
That University of Illinois research was taken up by agency CP+B Copenhagen who paired up with Rocket Brewing to kinda-sorta reverse engineer a beer that would get someone to the mark of 0.075%.
You can read more about it in this article. But this is what caught my attention. Maybe it would make some of my posts better?
“The Problem Solver is being served during after-hours workshops at the agency, at a local Copenhagen beer store and at a new initiative called “The Problem Solvers” in which community and charity groups are invited to the agency to brainstorm ideas over—you guessed it—a beer.”