Gold Rush will offer retailers a point for every pound spent across a variety of product categories, including tobacco, beers, wines and spirits.
Points will accumulate automatically over a nine-week period from the end of March. At the end of the promotion customers will be able to use their points to choose from a range of items, including flatscreen TVs, digital cameras and laptop computers.
Retailers purchasing Gold Rush products will be provided with in-store pos material for participating brands.
Batleys operations director Martin Race said: "This is probably the best promotion that Batleys has run and it is fitting that it marks such a momentous anniversary. I'm confident we will receive excellent support from our key suppliers who will be quick to recognise the opportunities offered by Gold Rush through to consumer level."
The company will also celebrate its golden anniversary with a celebration dinner at York Racecourse in April.