My Cold Beer Club represents a £2 million investment for the brewer and will aim to help retailers improve the availability of chilled beer in take-home.
Some 35 field sales staff will make 30,000 visits to independents this year to advise on range, layout and visibility.
They will distribute POS and promotional gifts including branded glass-?ware and cool bags to stores which actively promote sales of cold beer.
Sales director John Heynen said: “We are committed to improving the quality of beer in the off-trade and delivering an improved in-home drinking experience.
“Cold beer is a strong USP for convenience stores that will increase beer category sales.
“My Cold Beer Club is about rewarding loyalty with independent retailers and sees Molson Coors UK investing in a key channel to help make our customers more successful.”