Close×

It’s a bottle of beer, but not as you’ve known it. This bottle of beer helps people think outside the square to solve their problems (allegedly). The idea came from a bunch of creatives at an agency in Copenhagen called Crispin Porter & Bogusky. 

They’d found a study from the University of Illinois at Chicago, which demonstrated that when the average person reaches an alcohol level of 0.075%, he produces the most creative thinking. (NB: that’s 0.005% below being legally drunk). 

So they developed a beer bottle that enables you to reach the exact point which, according to the agency, "is considered the ideal state for problem solving, inventing and general "out of the box" thinking."

Their invention, Problem Solver Beer, helps you find that exact level of alcohol, thanks to a handy indicator on the bottle that lets you use your weight to gauge how much of the beer will get you to 0.075%. If gaining the world’s attention through packaging is this easy, while you’re enjoying beer over Chrissy, if that’s your thing, perhaps you might wonder what else the info on your packaging can do?

PS: The Indian pale ale is currently served during after-hours workshops at the agency, at a local Copenhagen beer store and at sessions called "The Problem Solvers" in which community and charity groups are invited to the agency to brainstorm ideas over a beer. Join it virtually, if you like. 

Food & Drink Business

The Victorian government has invested $160,000 to support the sustainability and profitability of the state’s wine industry, matched by $240,000 from Wine Australia. The funds will help Wine Victoria to provide the wine industry with the knowledge, tools and resources needed to improve practices and outcomes.

Australian spirits producers had an outstanding showing at the 2025 International Wine and Spirits Competition (IWSC) in London, with top scoring producers including 30 Knots Spirits, Australian Distilling Co., Ester Distilling, Mt. Uncle Distillery, Nine Circles Distillery, and Turner Stillhouse.

The recent innovation forum hosted by the Australian Marketing Institute and research company, T Garage, examined the reality for the rapidly evolving landscape of consumer goods that innovation is now table stakes. Experts from three of Australia's Top 100 food and drink companies shared their experiences and confirmed innovation is not just a corporate strategy, but a mindset permeating personal and professional life.