Alcohol tastes sweeter when loud music is playing and the noise could make it hard for drinkers to judge their intake, a study claims.
University of Portsmouth psychologist, Lorenzo Stafford, conducted the study, and 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."
Researchers asked 80 people to rate drinks while experiencing different levels of distraction, from none to loud club music. Those taking part rated drinks much sweeter while listening to music.
Dr Stafford said people might drink more in "club-type environments anyway" but it was "important they understand how environment can potentially influence over-consumption and act accordingly".
He acknowledged that it was a small-scale study, but said it "has implications for bars, the drinks industry and local authorities".
The study builds on earlier observational research that found people drank more alcohol and at a faster rate if loud music was playing.
- DAILY MAIL