想要更聰明？丹麥啤酒讓你擁有“最強大腦”
酒醉后的啤酒眼們(beer goggles)常常會做出錯誤決定。然而，研究者們也發(fā)現(xiàn)一定量的酒精可以激發(fā)創(chuàng)造力。
One enterprising Danish firm has now created a beer to boost creativity - and even a bottle that ensures you drink the perfect amount.
丹麥的一家積極創(chuàng)新的公司已經(jīng)釀制出一種可以激發(fā)創(chuàng)造力的啤酒——只需一瓶就能足夠讓你的創(chuàng)造力爆發(fā)。
Called the Problem Solver, it comes with a scale so you can drink the perfect 'goldilocks' amount based on your weight.
啤酒名為“問題解決者”(Problem Solver)，有不同的容量包裝，購買者可以依據(jù)自己的體重選擇。
University of Illinois at Chicago professor Jennifer Wiley recently concluded that the average man produces his most creative thinking with an alcohol level of 0.075%.
美國伊利諾伊大學(xué)(University of Illinois)芝加哥分校教授詹妮弗?威利(Jennifer Wiley)最近研究發(fā)現(xiàn)0.075%的酒精含量能使普通男性的創(chuàng)造力到達巔峰。
Known as the creative peak, it's considered the ideal state for problem solving, inventing and generally coming up with great ideas.
創(chuàng)造力的頂點狀態(tài)也就意味著人們能夠產(chǎn)生各種奇思妙想，完美地解決問題。
Marketing agency CP+B Copenhagen worked with Rocket Brewing to engineer a beer that claims to enable the average person to reach the desired 0.075%.
為了釀造出能讓人們到達0.075%理想值的啤酒，丹麥市場營銷機構(gòu)CP+B Copenhagen和啤酒釀造廠Rocket Brewing展開了合作。
The craft IPA has a bottle indicator showing body weights, so the average man can get just the right amount.
這款手工精釀啤酒的瓶身標有對應(yīng)的體重范圍，一般人都能夠喝進讓自己到達峰值的酒量。
'The Problem Solver is a handcrafted Indian Pale Ale brewed to tickle taste buds and brain cells,' the firm says.
公司稱“問題解決者是手工釀制的印度淡啤(Indian Pale Ale)，能激活味蕾，興奮腦細胞。”
'It has a refined bitterness with a refreshing finish.
“精煉的苦澀夾雜清爽的余味。”
'The indicator on the bottle makes is easy to find your creative peak.'
“瓶身說明能讓你輕松找到創(chuàng)造力的峰值。”
However, it does warn the approach does have its pitfalls.
不過，該公司也對可能存在的隱患提出了警告。
'Enjoying the right amount will enhance your creative thinking. Drinking more will probably do exactly the opposite,' the firm says.
“適度飲酒能增強你的創(chuàng)造思維，但過度飲用可能會適得其反。”
CP+B Copenhagen managing director Mathias Birkvad told Fastco the idea came about when they came across Wily's research.
得知威利的相關(guān)研究結(jié)果后，CP+B Copenhagen主管馬蒂亞斯?博克瓦德(Mathias Birkvad)聯(lián)系了美國快扣公司(Fastco)告知研發(fā)新啤酒的想法。
'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,' says Birkvad.
博克瓦德說：“我們有過不少這樣的經(jīng)驗，人們最具創(chuàng)造力的時刻并不一定是在辦公室，下班后到酒吧參與社交活動往往能讓人們想出更多好主意。”
'As an 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?'
“我們相信創(chuàng)造思維能解決任何問題。所以為什么不進一步利用這個想法，通過啤酒去做一些有意義的事呢?”
