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Refreshed look for Babycham to widen appeal

The sparkling perry, Babycham, has brought forward the release of its new packaging following the success of a recent consumer promotion to drive sales. The new look is the result of extensive consumer research conducted earlier in the year that identified a refreshed design would widen Babycham’s appeal to new and existing drinkers.

The research results confirmed the strength of the brand’s iconic logo and its trademark Babycham blue, however, the results also highlighted Babycham’s green glass bottle and blue foil as particularly old fashioned. As a consequence, both the glass and foil have been replaced. The glass is now clear and the foil now gold. The new design is part of the mission to ‘bring back the sparkle’ to Babycham and follows the 60th anniversary offer of limited-edition glasses via an on-pack promotion and a re-launched website

Amy White, marketing controller, Accolade Wines, says: “Our research tells us that Babycham’s new look will open up the brand to year-round listings, and reinforce the opportunity for everyday enjoyment. We believe that it also now establishes a clear position for Babycham, notably extending the franchise to the 25-45 year-old female target audience.”

The new packs are due to hit shelves this month in 4x20cl packs priced £3.99 at Tesco. The 75cl Popping Cork bottle is priced £3.50 at Asda and is newly listed by Sainsbury’s and Tesco.

Babycham is 5.5% alcohol in 75cl Popping Cork and 6% alcohol in 20cl packs. Babycham is also available in selected pubs and bars.

History of Babycham

Launched in post-war Britain in 1953, Babycham got its name following a string of wins at the agricultural competitions it entered, becoming known as the ‘baby champ’. A light, sweet and gently sparkling drink, Babycham is unashamedly feminine and was created to appeal to women who hitherto had not been marketed to in such a liberating way.

Babycham continued this pioneering spirit when it became the first alcoholic drink to advertise on national TV in 1957 and from here the medium dry sparkling perry became of one the largest selling alcoholic drinks of the post war era.

Throughout the decades that followed Babycham continued to achieve national recognition, not least through its iconic leaping deer, that is now synonymous with the nation’s favourite perry. As is the immortal line - ‘Hey, I’d love a Babycham’, which featured in TV advertisements from the 1980’s.

More recently Babycham has seen a revival, including a range of branded fashion items, themed Babycham events in some of London’s nightclub hotspots and is often requested by name.


12 December 2013 - Felicity Murray The Drinks Report, editor