CLEANCO - THE PLEASURE AND BUZZ OF ZERO ALCOHOL DRINKS

It’s official – you don’t need to drink to have a good time

To a great extent, our expectation that we will have a good time when we drink is driven by cultural norms rather than objective experience. Results from a new piece of research recently revealed that high strength alcohol isn't intrinsically linked to pleasure - showing once and for all that you don't need to drink to have a good time.

Neuroscientists at Myndplay - a technology firm that specialises in brain and emotion-based research - led a study using brainwave electroencephalogram (EEG) technology and blind-testing to measure the taste, preference and pleasure response to gin drinks with varying levels of alcohol content.