Brothers Cider is using the off-trade to drive growth this summer.
The company will launch its 7% abv Festival Strength Pear Cider, which was previously only available at festivals such as Glastonbury, in the off-trade this month.
It will also roll out its 4.7% abv Pear Cider to supermarkets and wholesalers over the coming months and has already achieved listings in Asda, Tesco Extra, Booths, James Hall and Booker.
Previously, Brothers Pear Cider was only available from the company website.
"We want to capitalise on the cult of cider among the cool crowd," said Matthew Showering, co-founder of the company.
"Brothers is a younger, edgier drink aimed at a new generation of cider lovers. We want to challenge more established brands such as Magners with this flavour."
Last month S&N UK and Gaymers announced plans for an off-trade push over the crucial summer period.
Both Brothers Pear Ciders will retail for £1.59 per bottle.