According to PsyPost the ordinary brain’s response to sweets may indicate risk for development of alcoholism.We have several animal but also human studies, which have shown a relationship between a preference for highly sweet tastes and alcohol use disorders.
In addition to ‘activating’ the brain’s gustatory or taste circuits, the sugared water also activated key elements of what neuroscientists consider to be part of the brain’s reward system, including the ventral striatum, amygdala, and parts of the orbitofrontal cortex – the inferior frontal lobe surface just above the eyes – that respond to ingested rewards, says David A. Kareken, deputy director of the Indiana Alcohol Research Center, a professor in the department of neurology at Indiana University School of Medicine, and corresponding author for the study.
Results will be published in the December 2013 issue of Alcoholism: Clinical & Experimental Research and are currently available at Early View.
We refer to these as ‘primary’ rewards, being distinct from secondary rewards, like money, which can be used to obtain primary rewards
(just like in Milgrman studies).
The brewery and cider industry's own `product innovation´ has become the same results, therefore, targeted to children of alcoholic beverages or soft drinks with added alcohol - which they call cider - have begun to disguised as sweets.
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