Have you ever noticed a couple of beers can help you feel more creative? University of Illinois Professor Jennifer Wiley has, determining a person's peak of creativity at a blood alcohol level of 0.075, the perfect amount that lowers your ability to overthink during a task without affecting you too much.
With this in mind, marketing agency CP+B Copenhagen and Danish brewery Rocket Brewing have set off on a mission to help people reach this level, crafting a beer simply named "The Problem Solver."
This 7.1% craft IPA includes a scale on the side to help you determine the optimum level of beer you need to drink to reach this peak, based on body weight. "Enjoying the right amount will enhance your creative thinking. Drinking more will probably do exactly the opposite," the agency warns on their website.
If you haven't noticed yet from their choice to add a scale on the side, this is just a glorified beer with a unique marketing hook to grab the hipsters' attention. And since these are only available in Copenhagen, you will need to think creatively about how to get your hands on one, ironically requiring a beer..
I am the Founder and Editor-in-chief of New Rising Media. You can follow me on Twitter @MrJasonEngland.