A new study has revealed that the Bloody Mary cocktail tastes better if consumed while flying, due to the “noise levels” of the aeroplane.

The report, published in the Journal of Experimental Psychology: Human Perception and Performance, discovered that the noise level of the aircraft environment makes tomato juice taste better.

The study saw participants taste different tomato juices – ranging from bitter to sweet – while simulating aircraft noise surrounding them.

Participants then rated the intensity of the flavour as scientists adjusted noise levels.

The results revealed that noisier environments gave participants trouble tasting sweet flavours.

Overall, participants were able to taste savoury flavours much easier – such as tomato juice.