A new study has concluded that alcohol tastes sweeter when deafening musicis playing.
The study was conducted by Dr. Lorenzo Stafford, a psychologist at the Universtity Of Portsmouth. It also found that the noise disorients you enough to throw off your sense of how much booze youve actually consumed.
Stafford offered this somewhat baffling assessment of his discoveries:
This is an interesting finding as we might have expected the music to exert a more distracting effect on taste judgment. It appears that our primary sense of taste is somewhat immune to very distracting conditions, but is indeed influenced by music alone.
Although individuals might well expect to consume more alcohol in club type environments anyway, it is important they understand how environment can potentially influence over-consumption and act accordingly.
He added: Since humans have an innate preference for sweetness, these findings offer a plausible explanation as to why people consume more alcohol in noisy environments.
What can we say except cheers!