If you’ve ever wondered why your Bud Light suddenly tastes better, it might not just be your increasing level of drunkenness at play.
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Music can influence how much you like the taste of beer, according to a new study published in Frontiers in Psychology. So if you’re hanging out at Lollapalooza this weekend, you better watch your wallet (and your BAC).
Researchers at the Brussels Beer Project teamed up with UK band The Editors to produce a beer based on “the musical and visual identity of the band.”
Then, a team of researchers from the Vrije Universiteit Brussel designed an experiment to see if music and/or packaging designs would make consumers like the beer more. They had groups rate how good they thought the beer would taste, then rate it again after actually trying it.
Beer drinkers who saw the packaging and listened to the band’s music while drinking the beer enjoyed it more than those who were presented with only the beer and no music, or with the beer and the label but still no music. Clearly good music is the secret ingredient to a good beer.
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