Important news: there is a correlation between loud music and alcohol consumption; specifically, loud music makes alcohol taste sweeter. In a study done at the University of Portsmout, Dr. Lorenzo Stafford discovered that “sweetness perception of alcohol was significantly higher in the music compared to control and other distracting conditions.” In other words, loud music makes alcohol taste sweeter.
Is this why PBR is only popular during events?
In Dr Stafford’s study, 80 participants (69 females and 11 males aged between 18 and 28 and regular drinkers) had to rate a selection of drinks varying in alcohol content on the basis of alcohol strength, sweetness and bitterness. They were given one of four different levels of distraction, from no distraction to loud club-type music playing at the same time as reading a news report.
The tests found that drinks were rated significantly sweeter overall when participants were listening to music alone.
“The study found that sweetness perception of alcohol was significantly higher in the music compared to control and other distracting conditions, which is a novel finding and to our knowledge, not seen previously,”
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