Abstract: A method of cooling bulk or draught beverages prior to dispensing comprising: (i) introducing the beverage from a bulk container into a circulation loop that incorporates a pump, and a cooling unit, and (ii) returning cooled beverage as a heat exchange medium to a heat exchange unit associated with the container, whereby the residual beverage in the container is itself cooled by the returning cooled beverage, whereby after a period of time, both the residual beverage in the container and the beverage and the loop are at the same, or generally the same, temperature.