Cheers To Being More Creative.

Jonathan Butts, Executive Creative Director

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Study shows how adult beverages “in moderation” inspire creativity.

The days of Mad Men three martini lunches are gone, but science proves that those old-school advertising mavens may have been onto something.

A recent study published in Consciousness and Cognition reveals that people who got moderately drunk on vodka cranberries did better on tests of inspired thinking.

The test explored the effects of moderate drunkenness on people’s creativity, as measured by the commonly used “Remote Associates Test.” The drunk people solved more questions and did so more quickly. In addition, the intoxicated participants came up with the right answers faster — and solved problems in a much more intuitive way than sober participants.

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