Get ready: The Horseshoe is about to get even louder!
December 16, 2011

New research conducted by University of Portsmouth psychologist Dr. Lorenzo Stafford shows that yes, loud music does indeed lead to higher alcohol consumption. Turns out loud music makes alcohol taste sweeter, AKA makes it easier to drink at a much faster rate. "Since humans have an innate preference for sweetness, these findings offer a plausible explanation as to why people consume more alcohol in noisy environments," Dr. Stafford says.

Toronto Music Scene has been conducting our own studies on this issue since we launched in 2007, but the truth to the findings left our research notes illegible. Ours too has been small-scale and conducted in noisy environments (mostly along Queen St W), with enhanced studies during NXNE and CMW. But I digress. The real results were determined after 80 regular drinkers got together in a room, listened to copious amounts of Motley Crue while being fed Jack Daniels. Okay, we made the second part up. Maybe. I am mighty curious as to what they were listening to and what they drank.

 The Press Association has the full deets.