French researchers have given bar owners across the globe another reason to crank up the tunes: loud music causes people to drink beer faster.
A study published in the journal Alcoholism: Clinical & Experimental Research found the average person drinks a glass of beer a full three minutes quicker when the music is loud. A team of researchers from the University of Southern Brittany spent three Saturday nights in two different bars, observing males between 18 and 25 years old. The louder the music the more beer they consumed in a quicker time frame.
The bar owners allowed the researchers to control the level of the music and the patrons did not know they were being observed.
When music was played loudly, beers were consumed in just under 11 and a half minutes, more than three minutes quicker than when music was playing softly. The number of drinks ordered also increased from 2.6 to 3.4 when the music was louder.
Bar bands are sure to use this information to book more gigs, but the truth is the difference just might be that when patrons cannot hear what the person next to them is saying they are likely going to fill the gap in the conversation with another sip of beer.