So tell me why bar bands are so popular and it seems that science uncoverd a link. The louder the music the more likely we are to knock um back.
According to Dr. Lorenzo Stafford, loud music increases the sweet taste of booze and the noise acts as a distraction to just how much is going down. Pretty simplistic finding but it may just be the reason for all the 'WOOHOO"ing you hear at most concerts. We have all encounterd a drunk stumbling idiot at a gig- well now they have legit explanation.
Per Dr Stafford:
Since humans have an innate preference for sweetness, these findings offer a plausible explanation as to why people consume more alcohol in noisy environments.”
The small scale study also uncovered that loud music specifically (as oppose to just loud noise) increased the rate of consumption and sweetness. Dr. Stafford explains:
“The study found that sweetness perception of alcohol was significantly higher in the music compared to control and other distracting conditions, which is a novel finding and to our knowledge, not seen previously. 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.”
So hoist um up kids, its not your fault it's the volume.