To get the beers from room temperature to "cold" temperature will require a fixed amount of energy to be transferred from the beers, given by $q=mC\Delta T$.
Once you have cooled the beer, and the beer is in an environment (the fridge) that is the same temperature, the beer will not get any hotter, hence it will not need to be cooled down again, so therefore, no matter how long you leave it, no more energy will need to be transferred to the beers. So we should conclude that the two scenarios require your fridge to consume the same amount of energy.
However, this does not account for the interface between the fridge environment and the room environment. Namely, the room is trying to warm up the fridge, even with no beers in it. This means that the fridge must be consuming an amount of energy per second, $\frac{dq}{dt}$, just to counteract the heat flow from the environment, $h = \frac{dT}{dt}$.
Therefore, for optimal beer cooling, you should keep your fridge off until the last minute, before putting the beers in just in time for them to cool. This way it does not waste energy fighting the environment whilst the beer is already at temperature.
However, by virtue of your fridge being "half-empty", I doubt switching it off is an option.
Therefore we return to our original answer: they are both the same.