The research, conducted by Dr Lorenzo Stafford from the University of Portsmouth, explored how music can alter the taste of alcohol, discovering that customers tend to find alcohol sweeter-tasting in pubs and bars where loud music is playing.
Stafford 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.
“This was a small-scale study, but it has huge implications for those who drink alcohol in noisy environments. It also has implications for bars, the drinks industry and local authorities.”
The research is published in the journal Food Quality and Preference and the research was funded by Alcohol Research UK.
These latest findings follow on from last month’s study, by the British Journal of Psychology, which found that people listening to music perceive wine to have the same ‘taste characteristics ‘as music.