Heineken is planning to pump €15m (£10.3m)-worth of business support into its French tied café network to help boost flagging beer sales.
Many of the cafés are owner-occupied and have suffered significantly as drinking trends have changed throughout France.
Wine sales across the country have fallen dramatically in recent years, while beer sales are believed to have fallen in France by more than 40 per cent during the last 20 years.
Heineken plans to revamp the image of its beer, introduce new drinks containing less alcohol and promote a variety of new flavours in an effort to attract wayward consumers.
Products to be marketed include a flavoured green tea; Isla Verde - a lime-flavoured lager - and a Tequila lime blend drink called Desperados Mas.
Heineken France has a third of the French market, while Scottish & Newcastle, its main rival, has a 46 per cent share through its Kronenburg subsidiary, which is based in Strasbourg.