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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:256
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.


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.


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.


'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.


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


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


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


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.


'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?'


关键词: 啤酒 创造力
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