The company, which generates three-quarters of its revenue from premium spirits, said it was launching the Premium Edge strategy as the future of spirits growth lay in higher-end products.
Activity will include offering retailers shopper insight and merchandising advice, consumer education, fixture planning and promotions.
Premium spirits growth has outpaced the overall market over the past year. Sales have risen 12% by value and 9% by volume, compared with overall off-trade spirits growth of 7% and 1% respectively.
l Coca-Cola Enterprises and Diageo GB are investing a further £2.5m in their long-term joint venture to drive spirit and mixer sales. The businesses claimed the initiative, launched in March 2010, has so far delivered a £23m sales uplift.