Research claims that music makes booze taste sweeter

Research conducted at the University of Portsmouth has revealed that loud music makes people drink more alcohol and at a faster rate.

The study, undertaken by psychologist Dr Lorenzo Stafford, claims that alcoholic drinks taste sweeter when loud music is playing and that this also makes it hard for people to work out how much they are drinking.

According to The Press Association, Stafford’s study into how music alters the taste of alcohol saw him take 80 regular drinkers between the ages of 18 and 28. He then asked them to rate a number of drinks on their strength, sweetness and bitterness, with different levels of music playing in the background. He found that the louder the music, the sweeter the participants said the drinks were. He said:

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 findings were published in Food Quality and Preference journal and the research was funded by Alcohol Research UK.