A bottle display stand with an active cooling function. The display stand includes a housing having an opening into which a beverage bottle may be inserted. A reservoir for containing a cooling medium is disposed inside the hollow housing. A pump, in fluid communication with the reservoir, recirculates the cooling medium from the reservoir through a fluid passageway and out of a spray jet. The spray jet is aimed at an upper region of the bottle, preferably the shoulder. Cooling medium travels down the body of the bottle substantially in a thin film that does not obscure the bottle or its label and creates a waterfall- or fountain-type effect that is extremely aesthetically pleasing without splashing, dripping, or a similar mess. Simultaneously, the thin film of cooling medium chills the beverage and keeps it cold. A cooling unit may optionally remove heat from the cooling medium.