Loud music makes alcohol taste sweeter, leading you to drink more and at a faster rate, according to a new study.
It has claimed that alcohol tastes sweeter when loud music is playing and the noise could make it difficult for drinkers to judge how much they are consuming.
Dr Lorenzo Stafford, a psychologist from the University of Portsmouth, conducted the first experimental study to find out how music can alter the taste of alcohol.
"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 Daily Mail quoted Dr Stafford as saying.
The expert said the research was a small-scale study, but claimed it had huge implications for those who drink alcohol in noisy environments.
"It also has implications for bars, the drinks industry and local authorities," he explained.
The findings are published in the journal Food Quality and Preference.