Molson Coors is boosting activity to help c-stores maximise beer sales.

It is investing £2.6m in its My Cold Beer Club, which advises on managing chillers so retailers can serve beer cold without incurring heavy costs. The brewer made 15,000 store visits in 2011 and plans to grow this to 3,000 every month.

“With 70% of beer sales in c-stores for immediate consumption, it is vital shops have cold beer ready for sale,” said customer contact strategy manager Mark Elson.