Beer and Sex: CP+B Finds a Link!

Beer, as holiday partygoers know, lowers inhibitions. People blame the alcohol, but last week Molson and Crispin Porter + Bogusky offered shocking new data about why people get friendlier after a few brews.

But let’s go back a bit. Last summer, CP+B creatives visited a Molson brewery in Vancouver, B.C., and learned that Molson Canadian is made with Saskatchewan barley. “We discovered that barley has a high concentration of zinc—the same ingredient in known aphrodisiacs like oysters and truffles,” says Bill Wright, vp and creative director at the Miami agency.