Alcohol consumption is widespread, and high levels of use are associated with increased risk of developing an alcohol use disorder. Thus, understanding the factors that influence alcohol intake is important for disease prevention and management. Additionally, elucidating the factors that associate with alcohol preference and intake in non-clinical populations allows for product development and optimisation opportunities for the alcoholic beverage industry. The literature on how taste (orosensation) influences alcohol behavior is critically appraised in this review. Ethanol, the compound common to all alcoholic beverages, is generally aversive as it primarily elicits bitterness and irritation when ingested. Individuals who experience orosensations (both taste and chemesthetic) more intensely tend to report lower liking and consumption of alcoholic beverages. Additionally, a preference for sweetness is likely associated with a paternal history of alcohol use disorders. However, conflicting findings in the literature are common and may be partially attributable to differences in the methods used to access orosensory responsiveness and taste phenotypes. We conclude that while taste is a key driver in alcohol preference, intake and use disorder, no single taste-related factor can adequately predict alcohol behaviour. Areas for further research and suggestions for improved methodological and analytical approaches are highlighted.

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Consumers often identify “taste” as an important factor when selecting alcoholic beverages. Although it is assumed that reduced alcohol consumption in PROP super-tasters is due to a greater dislike of the nominally aversive sensations that they experience more intensely (e.g., bitterness) when compared to PROP non-tasters, this question has not been specifically asked to them. Therefore, we examined consumers’ self-reported aversion towards specific sensory attributes (bitter, hot/burn, dry, sour, sweet, carbonation) for four alcoholic beverage types (white wine, red wine, beer, spirits) using a convenience sample of U.S. wine consumers (n = 925). Participants rated 18 statements describing different combinations of sensory attributes and alcoholic beverages on a 5-point Likert scale (e.g., Beer tastes too bitter for me). Individuals who tended to agree more strongly with the statements (i.e., they were more averse; p(F) < 0.05) tended to (i) consume less of all beverage types, (ii) consume a higher proportion of white wine (p(r) < 0.05), and (iii) were more likely to be female or PROP super-tasters. The results suggest that self-reported aversion to specific sensory attributes is associated with not only lower overall intake of alcoholic beverages, but also a shift in the relative proportions of beverage type consumed; a key finding for studies investigating how taste perception impacts alcohol consumption.