Loud music 'makes alcohol more appealing'

Alcohol tastes sweeter when loud music is playing – which may be why people drink more in clubs, a study has found.

The finding has "implications for bars, the drinks industry and local authorities", said psychologist Dr Lorenzo Stafford who carried out the unique research. 

"Since humans have an innate  preference for sweetness, these findings offer a plausible explanation as to why people consume more alcohol in noisy  environments," he added. 

Dr Stafford’s research supported earlier studies that suggested people drank more alcohol, and at a faster rate, if loud music was playing. 

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