the best reason to drink, ever.

You know that epiphany that happens after a night of drinking, and you get the brilliant idea to run across campus naked or do 100 burpees in -20 degree weather wearing leopard-print underwear and a boa? Well, science is proving that those, in fact, were great ideas. According to the University of Illinois at Chicago, a BAC of 0.075 is the "creative peak" and might just be the point at which problem solving, innovation, and creative thinking are at their highest. Capitalizing on that data is Crispin Porter + Bogusky's Copenhagen agency, who has invented an IPA suitably named "The Problem Solver." The agency advocates for their Creatives to brainstorm ideas over their beer and let their creative juices flow. And by creative juices, I mean vomit.

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