Many a pub will be filled with Guinness drinkers celebrating St Patrick’s Day tomorrow.
But those listening to Irish music might be having an even better time.
Researchers say we are conditioned to appreciate a tipple more intensely if it is linked to an ‘appropriate’ experience.
Dr Annemieke van den Tol, of the University of Lincoln, said: ‘Irish beer tastes the best when accompanied by Irish music on St Patrick’s Day.’
She said this was down to two psychological phenomena.
People celebrate St Patrick’s Day 2017. Researchers say we are conditioned to appreciate a tipple more intensely if it is linked to an ‘appropriate’ experience
The study, published in the journal Frontiers In Psychology, also found different elements of music, such as tempos, timbres and harmonies, can alter the flavours our brain perceives in Guinness
The first is ‘priming’ – when we are exposed to a stimulus such as music, which affects our response to a second stimulus, such as food. ‘For example, exposure to German music increased how many German wine bottles people bought in a wine shop, while exposure to French music did this for French wine,’ said Dr van den Tol.
The second phenomenon is ‘musical fit’ – when things are as we expect them to be, which is said to help our brains to function better.
The study, published in the journal Frontiers In Psychology, also found different elements of music, such as tempos, timbres and harmonies, can alter the flavours our brain perceives in Guinness. For example, frothy, light tunes make the taste seem sweeter – while heavy music increases perceived bitterness.