A method and apparatus for refrigerating beverages using forced convection, particularly for the rapid chilling of bottled or canned beverages. The method consists of directing airflow (R) at speed over the surface of the bottles (B) in a direction parallel to the longitudinal axis. One form of the apparatus includes the use of a carton (C) (i.e. secondary packaging) with a plurality of apertures (A) in opposing walls that align with interstitial spaces (S) between bottles thereby directing airflow and allowing forced convection cooling of bottles within the carton.