[toothbrush]

I recently saw this pop by in the news: http://www.webmd.com/mental-health/addiction/news/20080718/l... -- the bottom line is either what you suggest, or that loud music intrinsically motivates drinking. The authors don't know.

[rottyguy]

Thanks. I get the feeling that loud music + yelling = increase in adrenaline = drinking more. I also like the privacy angle and perhaps stressed out vocal cords = more soothing drink. I figured it had to be "sales" related since socially, it made no sense (also bias the fact that I am old :-)