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丹麦酿制出可激发创造力的啤酒

放大字体  缩小字体 发布日期:2014-12-25  来源:食品翻译中心  浏览次数:228
核心提示:公司称“问题解决者是手工酿制的印度淡啤(Indian Pale Ale),能激活味蕾,兴奋脑细胞。”
 While beer goggles often end in bad decisions, researchers have found that just enough alcohol can boost creativity.

酒醉后的啤酒眼们(beer goggles)常常会做出错误决定。然而,研究者们也发现一定量的酒精可以激发创造力。


One enterprising Danish firm has now created a beer to boost creativity - and even a bottle that ensures you drink the perfect amount.

丹麦的一家积极创新的公司已经酿制出一种可以激发创造力的啤酒——只需一瓶就能足够让你的创造力爆发。


Called the Problem Solver, it comes with a scale so you can drink the perfect 'goldilocks' amount based on your weight.

啤酒名为“问题解决者”(Problem Solver),有不同的容量包装,购买者可以依据自己的体重选择。



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%.

美国伊利诺伊大学(University of Illinois)芝加哥分校教授詹妮弗・威利(Jennifer Wiley)最近研究发现0.075%的酒精含量能使普通男性的创造力到达巅峰。


Known as the creative peak, it's considered the ideal state for problem solving, inventing and generally coming up with great ideas.

创造力的顶点状态也就意味着人们能够产生各种奇思妙想,完美地解决问题。


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%.

为了酿造出能让人们到达0.075%理想值的啤酒,丹麦市场营销机构CP+B Copenhagen和啤酒酿造厂Rocket Brewing展开了合作。


The craft IPA has a bottle indicator showing body weights, so the average man can get just the right amount.

这款手工精酿啤酒的瓶身标有对应的体重范围,一般人都能够喝进让自己到达峰值的酒量。


'The Problem Solver is a handcrafted Indian Pale Ale brewed to tickle taste buds and brain cells,' the firm says.

公司称“问题解决者是手工酿制的印度淡啤(Indian Pale Ale),能激活味蕾,兴奋脑细胞。”


'It has a refined bitterness with a refreshing finish.

“精炼的苦涩夹杂清爽的余味。”


'The indicator on the bottle makes is easy to find your creative peak.'

“瓶身说明能让你轻松找到创造力的峰值。”


However, it does warn the approach does have its pitfalls.

不过,该公司也对可能存在的隐患提出了警告。


'Enjoying the right amount will enhance your creative thinking. Drinking more will probably do exactly the opposite,' the firm says.

“适度饮酒能增强你的创造思维,但过度饮用可能会适得其反。”


CP+B Copenhagen managing director Mathias Birkvad told Fastco the idea came about when they came across Wily's research.

得知威利的相关研究结果后,CP+B Copenhagen主管马蒂亚斯・博克瓦德(Mathias Birkvad)联系了美国快扣公司(Fastco)告知研发新啤酒的想法。


'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.

博克瓦德说:“我们有过不少这样的经验,人们最具创造力的时刻并不一定是在办公室,下班后到酒吧参与社交活动往往能让人们想出更多好主意。”


'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?'

“我们相信创造思维能解决任何问题。所以为什么不进一步利用这个想法,通过啤酒去做一些有意义的事呢?”
编辑:foodtrans

 
关键词: 啤酒 创造力
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