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Babycham
Babycham
Babycham
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Babycham
Babycham trademark chamois outside the factory in Shepton Mallet
TypePerry, alcoholic drink
DistributorAccolade Wines
OriginUnited Kingdom, Somerset
Introduced1953
Alcohol by volume6%
Proof (US)12°
IngredientsPear, soda water
Related productsChampagne, sparkling wine
Websitewww.babycham.co.uk

Babycham (/ˈbeɪbiːʃæm/) is a light (6% ABV), sparkling perry invented by Francis Showering, a brewer in Shepton Mallet, Somerset, England. The name was owned by Accolade Wines until 2021, when it was bought back into the Showering family business Brothers Drinks Limited.[1] The brand was particularly popular during the 1960s and 1970s.[2] The new owners are planning a major rebrand and relaunch of the drink.[3]

History

[edit]

Francis Showering first submitted his new drink to the Three Counties Agricultural Show and other agricultural shows in the late 1940s and early 1950s where it was found to be popular. Initially called "baby champ", it later became Babycham.[4]

Launched in the United Kingdom in 1953,[5] Babycham was the first alcoholic product to be advertised on British commercial television, the campaign being launched in 1957, with the drink originally marketed as a "genuine champagne perry".[6] It was the first alcoholic drink aimed specifically at women and used the catchphrase "I'd Love a Babycham".[7]

In 1965, the Babycham Company sued the food writer Raymond Postgate, founder of the Good Food Guide, for an article in Holiday magazine in which he warned readers against Babycham, which "looks like champagne and is served in champagne glasses [but] is made of pears". The company sued for libel, claiming the article implied it was dishonestly passing off Babycham as champagne. The judge in his summation stated that the article was defamatory, but that the jury could consider it as "fair comment" rather than a factual statement. The jury found for Postgate, and he was awarded costs.[8]

During the 1960s, Showerings stopped brewing beer to concentrate on cider and perry. Production of Babycham went from 300 dozen bottles an hour to 2,800 dozen. At the peak in June 1973 144,000 bottles were being produced each hour. To supply the production line, perry pears were planted in Somerset, Gloucestershire, Worcestershire and Hereford. Until suitable trees could be grown locally, pear juice was imported from Switzerland.[9] The profits helped to pay for the landscaping of the gardens at the company's headquarters at Kilver Court.[10]

In 1978, the Babycham company was sued by French Champagne producers for abuse of their trade name. The case (H P Bulmer Ltd and Showerings Ltd v J Bollinger SA [1978] RPC 79) hinged on the fact that Babycham had been described in advertising as 'champagne perry' or 'champagne cider'. Champagne producers were litigating to protect their goodwill but because there would not actually be confusion, they were unsuccessful.[11]

Sales were boosted in the 1980s by advertising using the slogans "Nothing sparkles like a Babycham" and the more contemporary "Hey, Babycham".[12]

Babycham glasses for sale in an antiques shop in the Ridings Centre, Wakefield.

The brand's appeal waned with the rise of cheaply available alternatives and a tightening up of the regulations governing alcohol advertising on television. 1993 saw a major relaunch of the brand and the reintroduction of the chamois mascot, a giant model of which can be seen outside the Shepton Mallet factory where the drink is produced. 1997 saw the reintroduction of Babycham Babe beauty contests that had been popular in the 1960s. The iconic 'Babycham' logo was designed and created by John Emperor of Collett Dickenson Pearce.[13]

The Showerings' company was bought by Allied Breweries in 1968[14] and with it the Babycham brand. The sons of the original Showerings founders went on to produce Brothers Cider,[15] and in 2021 bought the Babycham brand back from its then owner Accolade Wines for an undisclosed sum.[16]

In the 2010s

[edit]

During 2011 sales were reported to be increasing, with approximately 15 million bottles sold each year.[17][18]

In 2013 a trademark dispute between Accolade Wines and the Cath Kidston home furnishings company was taken to the High Court.[19][20][21]

It’s associated with the retro and vintage scene and continues to have an almost cult status

References

[edit]
Revisions and contributorsEdit on WikipediaRead on Wikipedia

Babycham

View on Grokipedia
from Grokipedia
Babycham is a light, sweet sparkling —a fermented beverage made from pears—with an (ABV) of 6%, produced using naturally fermented Wasser pears for its characteristic . Originating from in , , it was invented in the late 1940s by Francis Showering as part of the family-run Showerings Ltd business, which traced its roots in the drinks industry back 14 generations. First marketed in 1953 as "Champagne de la Poire," with national rollout in 1954, the name Babycham was adopted from a staff nickname for the petite bottles, establishing it as a distinctly British icon of post-World War II leisure. The drink's production involves sterile filtration to preserve clarity and sparkle, resulting in a crisp, refreshing profile served chilled in champagne-style glasses, typically in 200ml or smaller measures to evoke luxury without excess. It is gluten-free, nut-free, dairy-free, and suitable for vegetarians and vegans, appealing to a broad audience beyond its original demographic. Babycham's early success stemmed from targeted marketing by the Masius & Fergusson agency, which positioned it as a glamorous, feminine alternative to in pubs, with the "genuine champagne " and imagery of sophistication for women. Culturally, Babycham became synonymous with and British social life, symbolizing fun, , and emerging consumer affluence; it was the first advertised on commercial television in , featuring a baby deer mascot prancing in a and later the "Babycham " promotions, including contests that reinforced its playful, empowering appeal to young women. peaked in 1959 and remained strong through the early 1970s, with millions of bottles sold annually as it permeated pubs, parties, and even exported markets, though it faced decline from 1975 onward due to shifting tastes toward and wine. Following acquisition by Allied Lyons in 1966 (later Allied Domecq until 2005), and subsequent ownership by and from circa 2010, leading to production relocation, but in 2021, it returned to Showerings family control via Brothers Drinks Co. at its original site, sparking a revival through nostalgic and availability in select retailers like . As of 2025, Babycham endures as a retro favorite, often enjoyed neat, over ice, or in cocktails, evoking mid-20th-century Britain while adapting to modern preferences, with renewed interest in its low-alcohol, storied profile.

Product Description

Ingredients and Composition

Babycham is a sparkling , defined as a fermented beverage produced primarily from , resulting in a light alcoholic drink with effervescent qualities. It is crafted by fermenting must to create a base , which is then sweetened to achieve its signature profile. The key ingredients include pear perry concentrate derived from specific pear varieties, water, and sugar. Historically, it utilized dessert pears from Somerset orchards in , contributing to its initial fruity character, though modern formulations incorporate pears like the Wasser variety sourced internationally. The alcohol by volume (ABV) is 6%, which positions it as a relatively light option among sparkling alcoholic beverages, emphasizing refreshment over potency. Its flavor profile features a sweet, fruity taste with fine bubbles that evoke the appearance of champagne, yet it remains distinctly non-grape-based and non-vintage. Nutritionally, Babycham provides approximately 80 kcal per 100 ml as of 2025, and it was originally served in 200 ml bottles to suit individual, celebratory pours.

Production and Variants

Babycham is produced at the Showerings Cider Works in , , , where traditional -making techniques have been adapted for commercial . The process relies on pear juice as the base, initially sourced from local varieties but later imported from in the form of specialized Wasser pears—a Swiss variety grafted with local perry pears and cultivated on dedicated orchards in to ensure consistent quality. To achieve commercial viability, the production incorporates ready-made pear juice concentrate, allowing for efficient scaling while preserving the drink's core character. The process begins with the natural conversion of sugars in the by , a method that leverages the unique properties of the Wasser pear to generate internally, resulting in Babycham's signature gentle sparkle without the need for external CO2 blending common in conventional production. This natural is central to the drink's profile, producing a light, fruity that undergoes clarification to remove sediments and achieve its clear appearance. Following , the product is pasteurized to ensure stability, extend , and maintain batch-to-batch consistency under measures, including comparative tastings against champagne benchmarks. Bottling occurs on high-speed lines originally installed as the fastest in the world for such beverages, Babycham in small, single-serve bottles etched with the iconic prancing deer , designed for individual portions typically around 200 ml to evoke a champagne-style experience. The standard variant of Babycham is a sparkling at 6% ABV, offering a modest alcohol strength that has remained consistent since its formulation, though recent ownership changes have aimed to refine production closer to the original recipe by reducing efficiencies introduced for mass output. The core product focuses on the classic pear-based formulation without significant deviations.

History

Origins and Invention

Babycham was invented in 1947 by Francis Showering, a trained and brewer, at the family's Showerings Cider Works in , , . The Showering family had been involved in the drinks industry in the region for 14 generations, primarily producing , but post-World War II prompted experimentation with pear perry as a byproduct. Apples, the traditional base for , were subject to strict , while pears were more readily available, leading Francis to develop a clear, sparkling version using a new sterile process to extend and preserve . Herbert Showering, one of Francis's brothers, played a key role in conceiving the idea for a light, effervescent pear-based drink targeted at a broader market, while Francis refined the recipe to achieve low alcohol content and natural bubbliness through controlled fermentation. Initially named "Champagne de la Poire" to evoke its sparkling quality from natural carbon dioxide produced during pear fermentation, the product drew inspiration from the Wasser pear variety imported from Switzerland and later grafted for local growth. In 1953, it was renamed Babycham, derived from staff nicknames like "baby cham" that highlighted its small bottle size and champagne-like appeal, making it more approachable for commercial branding. Babycham launched commercially in 1953, with initial sales directed toward pubs and restaurants as a novel alternative to traditional drinks. Early development faced significant challenges, including securing sufficient supplies amid ongoing ingredient shortages from wartime restrictions, which delayed scaling production. Additionally, obtaining legal classification as a —distinct from under regulations—required careful adherence to production standards to avoid reclassification and associated taxes or restrictions. These hurdles were overcome through the family's established expertise and innovative techniques, paving the way for Babycham's market entry as a pear-based sparkling beverage.

Rise to Popularity

Following its national launch in , Babycham experienced rapid sales growth, driven by aggressive promotion that multiplied initial sales fivefold within four weeks and led to nationwide by late 1954 to preserve quality amid surging demand. By the late , the brand reached its first sales peak in 1959 (specific figures unavailable), with production scaling significantly to meet consumer interest, and it maintained stable growth through the , when output rose from 3,600 bottles per hour to over 100,000 bottles per hour by 1967. At its height, annual sales reached 144 million bottles in 1977, reflecting the drink's widespread adoption as a staple in British social life. The surge aligned with post-war economic recovery in the UK, where Babycham positioned itself as an affordable luxury—a light, sparkling at a fraction of champagne's cost—offering aspirational glamour to a population emerging from . Priced accessibly and with a gentle 6% ABV, it appealed particularly to women seeking a sophisticated yet unpretentious alternative to heavier drinks like port and lemon or milk , fostering its dominance in pubs as a "ladylike" option that encouraged female participation in public socializing. This was bolstered by exports beginning in the late 1950s to and other regions, expanding beyond the UK where it had quickly become a among female consumers. A pivotal milestone came in autumn 1955 with Babycham's debut , the first for any on British commercial TV, featuring an animated dancing deer that captured the era's playful and boosted demand to the point of requiring frequent manufacturing upgrades. This innovation, supported by £300,000 in promotional spending from 1953 to 1956, capitalized on the medium's novelty to target women directly. Socially, the drink's rise coincided with increasing female workforce participation in the and , alongside shifting gender norms that normalized women drinking in pubs, transforming Babycham into a symbol of newfound independence and leisure.

Decline in the Late 20th Century

The decline of Babycham began in the mid-1970s and accelerated in the early , as sales plummeted from a peak of approximately 144 million bottles annually in 1977 to around 1 million bottles by 1993. This sharp drop marked the end of its dominance in the British sparkling drinks market, driven primarily by evolving consumer preferences away from sweet, perry-based beverages toward drier alternatives like imported wines and lagers. Several interconnected factors contributed to this downturn. The rise of affordable imported sparkling wines, such as Italian and Mateus Rosé, offered more sophisticated options that appealed to a broadening in the . Additionally, Babycham's image became increasingly outdated, tied to traditional, festive occasions like rather than modern social settings, which alienated younger drinkers. The drink's high content also clashed with emerging health-conscious trends favoring lower-sugar options, further eroding its appeal among women, its core demographic. Corporate developments exacerbated the challenges. Following its acquisition by in 1968, which integrated Showerings Vine Products into a larger conglomerate, Babycham experienced limited innovation as resources shifted toward broader portfolio priorities; the company later rebranded as Allied Lyons in 1976, continuing this trend. This lack of adaptation coincided with broader market shifts, including a decline in traditional culture and changing female drinking habits toward cocktails and ready-to-drink mixers, resulting in significant loss of . By the late and into the early , Babycham reached a low point, with production scaled back amid ongoing sales stagnation and multiple ownership changes, including a by the Group in 1992. This period nearly led to discontinuation, as the brand struggled to maintain relevance in a diversified s landscape.

Marketing and Cultural Impact

Advertising Campaigns

Babycham's campaigns were instrumental in establishing the brand as a of feminine sophistication in post-war Britain, beginning with groundbreaking television promotions that targeted women directly. The brand's national television debut occurred in autumn , making it the second advertisement ever aired on commercial TV and the first for an , featuring an animated deer that danced and sparkled to convey playfulness and elegance. This pioneering approach, developed by the advertising agency Masius & Fergusson, utilized innovative animation techniques to depict the deer in whimsical scenarios, such as performing tricks or leaping gracefully, which quickly captured public attention and contributed to rapid sales expansion across the . Central to these early campaigns was the deer's charm, inspired by the Chinese water deer and styled after Disney's , often adorned with a bow to evoke and sparkle, tying into the product's effervescent composition. The iconic slogan "I'd love a Babycham," introduced in print and TV ads around , reinforced this appeal by positioning the drink as an aspirational choice for women in social settings, such as country clubs or parties, where it was shown being served in elegant goblet glasses. Early ads also featured smartly dressed women ordering the drink, emphasizing its respectability and glamour as an alternative to traditional options like port and lemon. In the and , campaigns evolved to heighten themes of glamour, , and , with print advertisements in women's magazines like Cosmopolitan showcasing the drink in luxurious contexts, such as evening soirées or zodiac-themed guides tailored to female readers. The "Babychamland" multi-media push across TV, radio, cinema, and press launched a "Babycham Babe" beauty competition, tying into and motifs to promote an image of poised elegance. By the mid-, ads like "Tonight…a sparkling Babycham" featured limited celebrity involvement, notably actor in yacht-based scenarios evoking continental leisure and flirtation, further amplifying the brand's sophisticated allure. The campaigns' substantial investment underscored their strategic importance; between 1953 and 1956, Babycham allocated £300,000 to — a significant sum relative to its emerging sales— which multiplied market distribution fivefold in just four weeks during the initial test phase and cemented the brand as a with enduring recognition. This high ad spend relative to revenue not only drove early popularity but also sustained the deer's as a lasting emblem of mid-20th-century British .

Influence on British Drinking Culture

Babycham emerged as one of the first major alcoholic beverages in the explicitly marketed to women, positioning itself as a glamorous alternative to traditional "ladies' drinks" like and lemon, thereby encouraging female participation in culture. Launched commercially in 1953 by the Showering brothers, the sparkling was designed to appeal to post-World War II aspirations for sophistication, allowing women to order a drink in public without the stigma associated with or spirits, which were seen as masculine or unseemly for ladies. As drinks historian noted, "Babycham was posh, it was sophisticated... It became a symbol," transforming the from a male-dominated space into one more welcoming for mixed-gender socializing. This targeted marketing imbued Babycham with strong cultural symbolism during the and , embodying mid-century ideals of , aspiration, and light-hearted glamour. The drink's iconic advertising, featuring an animated baby deer in a , reinforced a playful, infantilized image of women as delicate and desirable, often depicted in scenarios of elegant social outings. It appeared as a marker of modernity in British films and television of the era, such as in period dramas and comedies evoking the , where characters sipped it to signify chic and . By mimicking champagne's effervescence in an affordable, sweet form, Babycham helped normalize the consumption of sparkling, cocktail-like beverages among women, laying groundwork for the later rise of diverse mixers and alcopops in British drinking habits. Babycham's legacy in British culture remains a nostalgic of prosperity and dynamics, yet it has faced for perpetuating stereotypes that confined women to passive, ornamental roles in social settings. While it empowered women to enter pubs more freely and fostered inclusive socializing, its often portrayed female ers as perpetually youthful and dependent, entrenching notions of helplessness without the "right" . manager Gary Holloway later acknowledged this shift, quipping, "Big girls don’t Babycham," highlighting how the brand's childish imagery alienated evolving female consumers by the . On a global scale, Babycham's success had a minor influence on elsewhere, inspiring sweeter, feminized presentations of fruit-based ciders in markets like and the , where it was exported and adapted to local tastes.

Modern Developments

Ownership Changes and Revival

Babycham remained under the ownership of the Showering family through Showerings Vine Products and Wines until , when the company was sold to to facilitate further expansion and distribution of the brand. This acquisition integrated Babycham into a larger portfolio of beers and spirits, allowing it to reach broader markets amid its peak popularity. In 1978, merged with the food and catering conglomerate J. Lyons & Co., forming Allied Lyons and further diversifying the ownership structure while retaining Babycham within its drinks division. By the early 1990s, amid declining sales from 144 million bottles in 1977 to just 1 million in 1993, Allied Lyons sold the Showerings business—including Babycham—to a group (the ) in 1992. The brand then passed to in the 1990s following the , though it remained a niche product with limited visibility. The revival began in December 2021 when the Showering family, through their company Brothers Drinks, repurchased Babycham from for an undisclosed sum, returning full control to its originators after more than five decades. In February 2023, the family announced the brand's nostalgic relaunch, coinciding with its 70th anniversary, by restoring production to the original facility in and investing in the site's heritage preservation to evoke its mid-20th-century roots. This effort included commitments to sustainable practices, such as sourcing pears locally to support regional orchards and reduce environmental impact, aiming to reposition Babycham as a heritage-driven sparkling for contemporary consumers.

Current Availability and Market Position

As of 2025, Babycham is widely available in the through major supermarkets such as , , and , where it is stocked in 200ml bottles or multipacks. It is also sold online via the official Babycham website and specialist retailers like DrinkSupermarket, with delivery options across the . In pubs, availability remains selective, primarily in establishments embracing retro or nostalgic themes, reflecting its historical popularity in British . Internationally, distribution is limited, with sales through online platforms in parts of and , though it lacks broad presence outside the . Following the 2023 family-led buyback and revival efforts, Babycham has experienced modest sales growth, driven by targeted marketing to through retro branding and nostalgia campaigns. While exact figures are not publicly disclosed, the brand's production has stabilized at its facility, focusing on consistent supply to meet renewed domestic demand. This uptick aligns with broader trends in low-alcohol beverages, where Babycham benefits from its 6% ABV profile and fruity appeal. In the contemporary market, Babycham occupies a niche as a nostalgic product within the low-alcohol segment, appealing to consumers seeking affordable, effervescent alternatives to wines like or modern spritzes. Its positioning emphasizes heritage and versatility as a base, such as in bellinis or sgroppinos, rather than competing directly with craft ciders or premium spirits. Priced around £3.50 for a four-pack, it remains an accessible entry point for occasional drinkers, though it trails larger players in the 's £380 million no- and low-alcohol market. Recent innovations include design and recipe refinements for a 2025 relaunch, aimed at refreshing the brand's visual identity while preserving its original pear-based formula. Limited-edition packaging, such as holiday-themed bottles, has been introduced to boost seasonal sales and encourage gifting. Collaborations with mixologists highlight its role in contemporary cocktails, further embedding it in modern drinking occasions. Looking ahead, Babycham's prospects hinge on adapting to Gen Z preferences through initiatives, including potential eco-friendly packaging, and that echoes its original female-targeted messaging to resonate with younger, health-conscious audiences. The brand's emphasis on low-alcohol trends and nostalgic revival positions it for steady growth in a market projected to reach £800 million by 2028, provided it continues to innovate beyond its heritage appeal.

References

  1. https://www.babycham.co.uk/pages/faqs
  2. https://www.babycham.co.uk/pages/our-story
  3. https://www.hatads.org.uk/news/208/A-History-of-Babycham
  4. https://www.burumcollective.com/posts/tradmethodcider
  5. https://www.theguardian.com/food/2025/feb/28/why-babycham-is-ripe-for-a-revival-hannah-crosbie
  6. https://www.theguardian.com/lifeandstyle/2015/mar/13/babycham-history-sparkling-perry-champagne-henry-jeffreys
  7. https://www.nutracheck.co.uk/CaloriesIn/Product/44/Babycham%2BSparkling%2BPerry%2B4%2Bx%2B200ml
  8. https://www.babycham.co.uk/products/babycham-24-pack
  9. https://www.bbc.com/news/magazine-25302633
  10. https://www.theguardian.com/business/2023/feb/26/make-mine-a-babycham-return-of-the-drink-that-added-sparkle-to-the-70s
  11. https://www.the-independent.com/news/business/king-of-babycham-straight-back-into-business-1512536.html
  12. https://www.gracesguide.co.uk/Showerings
  13. https://www.spectator.co.uk/article/babycham-is-back/
  14. https://www.dailymail.co.uk/news/article-11796525/Babycham-sparkle.html
  15. https://www.babycham.co.uk/pages/advertising
  16. https://www.pelliclemag.com/home/2024/4/17/young-and-beautiful-the-rise-and-fall-of-the-babycham-girl
  17. https://www.babycham.co.uk/blogs/news/chinese-water-deer-babycham-mascot
  18. https://www.dailymail.co.uk/news/article-11798205/Id-love-Babycham-60s-tipple-marketed-ladies-post-war-Britain.html
  19. https://www.researchgate.net/publication/328932287_The_Evolution_of_the_UK_Wine_Market_From_Niche_to_Mass-Market_Appeal
  20. https://www.gracesguide.co.uk/Allied_Lyons
  21. https://substack.com/home/post/p-163076354
  22. https://www.thegrocer.co.uk/news/brothers-drinks-brings-babycham-back-under-control-of-showering-family/662658.article
  23. https://www.asiantrader.biz/brothers-drinks-reacquires-sparkling-perry-brand-babycham-from-accolade-wines
  24. https://www.tesco.com/groceries/en-GB/products/258444966
  25. https://www.iceland.co.uk/p/babycham-sparkling-perry-4-x-200ml/35607.html
  26. https://groceries.morrisons.com/products/babycham-original/101545721
  27. https://www.drinksupermarket.com/babycham-sparkling-perry-24x-200ml-case
  28. https://www.wine-searcher.com/find/babycham%2Bsparkling%2Bperry%2Bpear%2Bcider%2Bengland
  29. https://www.wine-searcher.com/find/babycham%2Bsparkling%2Bperry%2Bpear%2Bcider%2Bengland/1/new%2Bzealand
  30. https://www.babycham.co.uk/
  31. https://www.thedrinksbusiness.com/2025/01/the-6-biggest-no-and-low-trends-for-2025/
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