I can't google for references now, but restaurants like loud dining areas because there is a linear relationship between the dB of background noise and the money customers spend on drinks.
I haven't seen the references you mentioned, but is it possible that the cause and effect here are swapped? It seems more likely that increased drinking leads to increased noise.
I believe the logic is that talking and drinking compete for the oral mutex, so limiting the ability to talk (by making it so loud that talking becomes pointless because nobody can ear you) increases drinking throughput. Or something like that.
