A recent study published in the journal Alcoholism: Clinical & Experimental Research has found loud music in bars can make people drink faster in fewer gulps and order more drinks. This is in addition to existing research that shows fast music can speed up the rate of drinking. One of the reasons given for increased drinking when there is loud music is because people cannot converse; "patrons drank more because they talked less". The study secretly observed 40 men aged between 18 and 25 drinking beer over three Saturday nights in a bar where they could modify the music - the average time taken to drink a beer fell from 14.51 minutes to 11.45 minutes when the louder music was playing.
Source: LA Times & Reuters