Babycham
A British sparkling perry brand associated with sweet, lightly alcoholic celebration drinks and nostalgic advertising.
Last updated August 25, 2026
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Overview
Babycham is a British sparkling perry brand developed by Francis Showering, a brewer based in Shepton Mallet, Somerset. Perry is an alcoholic drink made from pears, and Babycham became distinctive by presenting perry in a light, sparkling format that was served in champagne-style glasses. The drink was launched in the United Kingdom in 1953 and was originally promoted as a form of “champagne perry,” a description that later contributed to legal disputes with Champagne producers. Before the commercial launch, Showering tested the drink at agricultural shows in the late 1940s and early 1950s. The product was initially referred to as “baby champ” before the Babycham name was adopted. Its early positioning made it accessible and celebratory rather than specialist: the drink was sweet, lightly alcoholic, and designed for social occasions. It was also marketed specifically toward women, an unusual strategy for an alcoholic product at the time. The brand’s advertising developed a strong identity around the phrase “I’d Love a Babycham,” and a stylized chamois became its best-known visual mascot. Babycham became one of the most prominent British drinks brands of the 1960s and 1970s. Its parent business expanded production substantially as demand grew, moving from an initial output of approximately 300 dozen bottles per hour to about 2,800 dozen during the 1960s. At the reported production peak in June 1973, the factory was producing approximately 144,000 bottles per hour. The company supported this scale by planting perry-pear trees in several English counties, while pear juice was also imported from Switzerland until domestic orchards matured. The brand changed ownership when Showerings was acquired by Allied Breweries in 1968. Babycham subsequently passed through later corporate ownership and was held by Accolade Wines for many years. Its popularity weakened as inexpensive competing drinks became more widely available and as British television advertising rules for alcohol became stricter. The company attempted to refresh the brand through a 1993 relaunch, which included the return of the chamois mascot, and through the revival of Babycham Babe beauty contests in 1997, a format associated with the brand’s 1960s marketing. Babycham also has a notable legal history. In 1965, the Babycham Company sued food writer Raymond Postgate over an article that criticized the product’s resemblance to champagne and emphasized that it was made from pears. The jury found for Postgate after the judge indicated that the article could be treated as fair comment. In 1978, French Champagne producers brought a separate passing-off and trade-name dispute concerning descriptions such as “champagne perry” and “champagne cider.” The Champagne producers were unsuccessful because the court found that consumer confusion would not result, although the case reflected the importance of protecting the Champagne designation. Reports indicated that sales were increasing again in 2011, with approximately 15 million bottles sold annually. In 2013, Accolade Wines became involved in a trademark dispute with home-furnishings company Cath Kidston. In 2021, Brothers Drinks Limited, a business connected with the Showering family and the makers of Brothers Cider, bought the Babycham brand back from Accolade Wines for an undisclosed amount. The new owners have been associated with plans for a substantial rebrand and relaunch. Babycham therefore remains an active British brand whose significance rests both on its product category and on its enduring advertising, packaging, mascot, and cultural associations with mid-century and retro British social drinking.
History
Babycham originated in the Somerset brewing business of Francis Showering. In the late 1940s and early 1950s, Showering presented an experimental sparkling perry at agricultural shows, where it attracted attention. The drink was initially known as “baby champ,” a name that was subsequently shortened and reshaped into Babycham. It was launched commercially in the United Kingdom in 1953. The product was differentiated from ordinary cider and perry through its presentation. Babycham was a light, sparkling pear drink with an alcohol content reported at 6% ABV, and it was served in glasses associated with champagne. Early advertising described it as “genuine champagne perry.” The brand was also among the first alcoholic products to receive advertising on British commercial television; its television campaign began in 1957. Its marketing was directed particularly at women and used the memorable line “I’d Love a Babycham.” The brand’s logo and visual presentation, including the chamois mascot, became central to its recognition. Demand expanded sharply during the 1960s and 1970s. Showerings moved away from brewing beer and concentrated on cider and perry production. Reported hourly output increased from approximately 300 dozen bottles to 2,800 dozen during the 1960s, and production reached a reported peak of 144,000 bottles per hour in June 1973. The scale of production required a substantial pear supply. Perry pears were planted in Somerset, Gloucestershire, Worcestershire, and Herefordshire, while pear juice was imported from Switzerland until newly planted domestic trees became productive. Profits from the business also contributed to landscaping work at the company’s Kilver Court headquarters. The brand’s description and marketing generated legal challenges. In 1965, the Babycham Company sued food writer Raymond Postgate after he criticized the drink in Holiday magazine, arguing that it looked like champagne and was served in champagne glasses but was made from pears. The judge characterized the article as defamatory while leaving the jury to decide whether it constituted fair comment. The jury found for Postgate, and he received costs. In 1978, French Champagne producers pursued H P Bulmer Ltd and Showerings Ltd over the use of expressions such as “champagne perry” and “champagne cider.” The case concerned the protection of the Champagne name and associated goodwill. The Champagne producers did not succeed because the court considered that the wording would not cause the necessary consumer confusion. Showerings was acquired by Allied Breweries in 1968, bringing Babycham into a larger brewing group. The brand retained broad recognition through the following decades, but its appeal declined as cheaper alternatives became available and restrictions on alcohol advertising on television became tighter. A relaunch in 1993 brought back the chamois mascot, including a large model displayed outside the Shepton Mallet factory. In 1997, the company revived Babycham Babe beauty contests, a promotional format that had been associated with the brand during the 1960s. By the 2010s, Babycham was increasingly associated with retro and nostalgic drinking occasions, although reports in 2011 indicated renewed sales and annual volume of roughly 15 million bottles. In 2013, the brand’s then owner, Accolade Wines, was involved in a High Court trademark dispute with Cath Kidston. In 2021, Brothers Drinks Limited acquired Babycham from Accolade Wines for an undisclosed sum. Brothers Drinks is connected with the Showering family and produces Brothers Cider. The acquisition returned the brand to a business associated with its founding family and was followed by plans for a significant rebrand and relaunch. Babycham’s history consequently combines product innovation in British perry, mass-market advertising, ownership changes, trademark litigation, and a continuing emphasis on recognizable heritage branding.
- 2021
Return to the Showering family business
[1]Brothers Drinks Limited bought Babycham from Accolade Wines and announced plans for a major brand refresh.
- 2013
Cath Kidston trademark dispute
[1]A trademark dispute involving Accolade Wines and Cath Kidston proceeded to the High Court.
- 1997
Babycham Babe contests revived
[1]The brand revived its Babycham Babe beauty-contest promotion, which had been popular in the 1960s.
- 1993
Brand relaunch and mascot return
[1]Babycham was relaunched with the return of its chamois mascot.
- 1978
Champagne-name litigation
[1]French Champagne producers brought a dispute concerning Babycham’s use of “champagne perry” and related descriptions, but were unsuccessful.
- 1973
Reported production peak
[1]Production was reported to have reached approximately 144,000 bottles per hour in June.
- 1968
Showerings acquired by Allied Breweries
[1]Allied Breweries acquired Showerings, taking the Babycham brand into its corporate portfolio.
- 1965
Postgate libel case
[1]Babycham’s company sued Raymond Postgate over criticism of the drink; the jury found for Postgate.
- 1957
Television advertising begins
[1]The brand began a British commercial television campaign and became an early alcoholic-product advertiser on that medium.
- 1953
Commercial launch in the United Kingdom
[1]Babycham was launched as a sparkling perry developed by Francis Showering in Shepton Mallet, Somerset.
Products and positioning
An accessible, sweet sparkling perry positioned for celebrations, parties, licensed hospitality, and nostalgic British occasions.
Sparkling perry · 1953
Babycham Original
The core Babycham product is a light, sweet, sparkling perry made from pears. It became known for its champagne-style presentation and reported 6% ABV. The product’s identity depends as much on its serving ritual, bottle presentation, chamois imagery, and celebratory positioning as on the underlying pear-based drink.
Controversies
1978
Champagne designation dispute
French Champagne producers challenged descriptions including “champagne perry” and “champagne cider” in H P Bulmer Ltd and Showerings Ltd v J Bollinger SA. The challenge was unsuccessful because the court found that the wording would not create the required consumer confusion.
1965
Babycham Company v. Raymond Postgate
The Babycham Company sued food writer Raymond Postgate over an article criticizing the drink’s resemblance to champagne and explaining that it was made from pears. The jury found for Postgate, who was awarded costs.
Marketing campaigns
- 1997Babycham Babe
United Kingdom
Babycham revived its Babycham Babe beauty contests, a promotional device associated with the brand’s earlier 1960s marketing.
- 1993Babycham relaunch
United Kingdom
The 1993 relaunch restored the chamois mascot, including a large model outside the Shepton Mallet factory.
Outcome. The relaunch re-emphasized the brand’s established visual heritage.
- 1980Nothing sparkles like a Babycham
United Kingdom
Advertising in the 1980s used the slogan “Nothing sparkles like a Babycham” to reinforce the drink’s sparkling and celebratory character.
- 1980Hey, Babycham
United Kingdom
A later 1980s advertising approach used the more contemporary slogan “Hey, Babycham.”
- 1957I’d Love a Babycham
United Kingdom
An early television advertising campaign used the line “I’d Love a Babycham” and helped establish the brand as a drink associated with women and social celebration.
Outcome. The campaign contributed to Babycham’s distinctive mass-market identity during its rapid growth.
Brand decisions
2021
Acquisition by Brothers Drinks LimitedM&ABackground
Babycham was owned by Accolade Wines and had become strongly associated with British drinks heritage.
Action taken
Brothers Drinks Limited bought the brand from Accolade Wines for an undisclosed amount.
Aftermath
The brand returned to a business connected with the Showering family, and the new owners planned a major rebrand and relaunch.
1993
Heritage-led brand relaunchStrategyBackground
Babycham’s appeal had weakened amid cheaper alternatives and tighter alcohol-advertising regulation.
Action taken
The brand was relaunched with the return of the chamois mascot.
Aftermath
The relaunch placed renewed emphasis on the brand’s established visual identity.
1968
Acquisition by Allied BreweriesM&ABackground
Showerings had developed Babycham into a major cider and perry brand.
Action taken
Allied Breweries acquired Showerings and obtained the Babycham brand.
Aftermath
Babycham became part of a larger brewing-group portfolio.
Sources1 sources
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