Club Coors is described as a new loyalty and beer category education scheme, which is open to both existing and new Coors customers.
The brewer said the club "provides a package of advice, support and promotions, giving independent retailers access to category and shopper insights that enable them to build value and volume in the beer category, equipping them to compete more effectively."
It added that the scheme had been structured according to feedback from retailers, and will award points that can be used for money-off next purchase or redeemed against business rewards.
Wholesale channel director Tom Maclennan said: "88% of retailers that we surveyed said they would be interested in a loyalty scheme and would be happy to participate, especially if it gave them information around beer category and helped them build their business.
"This scheme is about rewarding loyalty with independent retailers and sees Coors investing in this key channel – the investment in Club Coors alone during 2009 will be £1.2 million."
Retailers joining Club Coors will receive a retailer pack which includes their membership card, details on how they can earn Club Coors points, and category information.
Activity will be focused around the Coors portfolio of brands including Carling, Coors Light, Grolsch, Caffrey’s and Sol.