Brains will close all of its pubs in response to the latest coronavirus rules that bans the sale of alcohol and forces venues to shut at 6pm.

Wales' biggest pub chain said on Tuesday that it will close from December 6 until further notice.

Chief executive Alistair Darby has joined the criticism of the latest measures announced by First Minister Mark Drakeford on Monday.

From Friday, Welsh pubs, restaurants and cafes will be banned from serving alcohol and will be unable to open to customers beyond 6pm. The new rules are explained here and you can follow live updates here.

Alistair Darby has been vocal about his concerns
Alistair Darby has been vocal about his concerns

The head of pub chain Wetherspoons also knocked the new rules on Monday, describing them as puritanical and a sad reflection of "groupthink".

Now Mr Darby has joined the criticism in calling the new rules "insulting".

The majority of Brains' 1,500 staff will be put on furlough on 80% of their wages when the closure comes in.

The brewery said: "We will be furloughing most of the 1,500 work force, and very sadly cancelling all our Christmas Day bookings, as we don’t want to disappoint any of our very loyal and supportive customers by not being able to offer them a full service."

Speaking to the BBC on Tuesday Mr Darby said: "It's hugely frustrating and a bit insulting. It says people are not making the effort being asked of them."

He added: "The sector has done more than its fair share to ensure those potential deaths are avoided.

"And at the end of this, we will be asking, if lives aren't saved, what the answer will be?"

A huge support package was also announced by the Welsh Government on Monday, but Mr Darby said it "would not touch the sides".

With around £80m turnover, he said Brains spent £500,000 in (PPE) and facilities to pre-book.

He told the BBC: "My message to politicians is 'you have to stop changing your mind on what is required in the sector'.

"We have done more than our fair share to ensure potential deaths are avoided at the end of this."

Watch: Landlord reduced to tears after hearing about restrictions being put on pubs during the run-up to Christmas in Wales

Many other businesses have reacted angrily to the measures, with some seeing the hospitality industry as being blamed for the rise in cases and another stating that "99% of the hospitality industry is on its knees and on the edge". You can read more here.

It comes after Brains announced eight of its Welsh pubs would not be re-opening immediately after the previous fire-break lockdown.

You can see the full list of affected pubs here.