InBev has become the latest brewer to serve beer colder in the UK with the launch of sub-zero chillers for Brazilian brand Brahma.

The branded units cool Brahma to -5°C and will roll out across the country this month after a trial in Scotland that saw the brand's sales soar by 50%.

Steve Kitching, MD of on-trade sales at InBev UK, said: "In Brazil, Brahma is always enjoyed 'estupidamente gelade' or 'incredibly cold', maximising refreshment and product quality and we are now bringing this to the UK where a growing number of drinkers demand a cold beer."

He added: "The sub-zero chiller guarantees ice-cold beer, giving consumers the reassurance of a quality bottled beer every time. It gives Brahma an added boost following its strong performance in the on-trade since its launch last year."

The launch coincides with a major marketing push behind Brahma dubbed TrocaBrahma, a series of Brazilian themed live music events held this summer.

Last week, Coors Brewers unveiled the UK launch of Coors Sub Zero, a draught beer served at -2.5°C.