Heineken's 'The Experiment' was an interesting one that used DJ Armin van Buuren to prove the power music has over people. The Experiment was conducted over two nights in the same club, with the same number of people each time, with the only difference being the DJ.
On the first night, an average DJ played and Heineken sales were well over 1,000 by the end of the night. On the second night when DJ Armin van Buuren was in the house, beer sales were just over half of this number. Heineken loudly brandished the "Dance More Drink Slow" hashtag, which seems to encourage having a fun time and actually enjoying the beer. However if you really want to sell a lot of drinks, apparently the secret may be in mediocre music.