Coors Brewers has become a member of the FWD PR Action Group, the Federation’s working party which drives the My Shop Is Your Shop (MSYS) generic consumer PR campaign.
Known as PRAG, the group consists of representatives of major wholesalers and supportive suppliers.
The National Federation of Retail Newsagents and the Rural Shops Alliance are also members of PRAG, which is currently in the last stages of designing the 2006 programme.
PRAG chairman Alan Toft said: “MSYS is all about the value of the independent retailers in the local community and there are obviously elements in our campaigning which touch on licensed matters.
“This means that advice from brewers, wine brands and spirits suppliers on PRAG will be helpful in a community context,” said Toft.
Other suppliers on PRAG are Walkers, Britvic, Gallaher, Constellation Wines, Masterfoods, Cadbury Trebor Bassett, Nestlé Rowntree and Carlsberg.