The scheme is called Focusing on Alcohol Sales Together or FAST for short and aims to use correct merchandising sales to reach spirits shoppers, who it says spend over 2.5 times the amount that an average shopper does, and 40% more than the average BWS shoppers.
The programme offers bespoke solutions to convenience retailers to give them a point of difference from supermarkets.
It will include maximising chiller space for the rapidly-growing pre-mixed spirits category.
A Free Your Spirits element aims to encourage retailers to bring spirits out from the behind the counter on to open sale on the shop floor. Qualifying retailers wil get a free kit of 48 security caps and advice on which spirits to use in such positions.
The scheme will also provide shelf-edge strips and other visibility items to improve the store layout and provide permanent off-shelf visibility units on wheels, to help retailers take advantage of seasonal bursts in demand for different products.
Guy Dodwell, channel director for route to market and convenience, said: "By identifying the opportunities present, and understanding the way consumers shop in the convenience channel, we have developed a programme that will help retailers to make the most of spirits sales by giving their consumers what they want in this retail environment."