Loud music makes alcohol taste sweeter, leading you to drink more and at a faster rate, according to a new study.
Loud music makes alcohol taste sweeter, leading you to drink more and at a faster rate, according to a new study.
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It has claimed that alcohol tastes sweeter when loud music is playing and the noise could make it difficult for drinkers to judge how much they are consuming.
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Dr Lorenzo Stafford, a psychologist from the University of Portsmouth, conducted the first experimental study to find out how music can alter the taste of alcohol.
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"Since humans have an innate preference for sweetness, these findings offer a plausible explanation as to why people consume more alcohol in noisy environments," the Daily Mail quoted Dr Stafford as saying.
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The expert said the research was a small-scale study, but claimed it had huge implications for those who drink alcohol in noisy environments.
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"It also has implications for bars, the drinks industry and local authorities," he explained.
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The findings are published in the journal Food Quality and Preference.
