Heineken has launched an initiative to work with the independent sector to grow sales of its beer and cider.

Its For Your Convenience campaign aims to help retailers improve their range and displays in order to increase profits.

Heineken aims to share insights and research about which ranges sell best, what consumers want and how they shop in a convenience store.

The campaign has been launched in time for the key summer trading period, which this year includes the World Cup in South Africa.

"For Your Convenience is a major investment to support independents," said Shaun Heyes, Heineken UK's head of customer marketing for the off-trade. "Heineken UK has the biggest portfolio of leading brands in beer and cider, so we have a responsibility to engage better with independent retailers to help them make a profit and grow the whole category."