Libations

Noisy bars / Sweeter drinks

In Uncategorized on January 9, 2012 at 3:51 am

Alcohol tastes sweeter in noisy environments, and in particular when music is played, research has found.

And drinkers find it more difficult to distinguish alcoholic strength when exposed to music, leading to increases in alcohol consumption, the University of Portsmouth research concludes.

The news offers a new opportunity to bartenders to manipulate customers’ drinking experiences through the strategic use of music, but further highlights issues for drivers, the bar industry and local authorities.

The findings build on earlier research which has found there is a correlation between speed of drinking and the quantity of consumption when louder and faster music is being played, while other work has also shown that manipulating volume affects perceptions of freshness in certain foods.

Advertisements

Leave a Reply

Fill in your details below or click an icon to log in:

WordPress.com Logo

You are commenting using your WordPress.com account. Log Out / Change )

Twitter picture

You are commenting using your Twitter account. Log Out / Change )

Facebook photo

You are commenting using your Facebook account. Log Out / Change )

Google+ photo

You are commenting using your Google+ account. Log Out / Change )

Connecting to %s

%d bloggers like this: