As a cultural historian, I’ve spent years studying the drinks industry, so when asked to write about post-war Britain, I knew I had to highlight Babycham. This bubbly drink brought joy during tough times.
In the early 1950s, Britain was recovering from the war. People faced shortages and financial struggles. By Queen Elizabeth II’s coronation in 1953, manufacturing was on the rise again. That’s when a small brewery in Somerset, Showerings, decided to create something special. They wanted to offer a fun, festive drink that was affordable—and Babycham was born.
Babycham was a new type of perry, a sparkling drink made from pears. It had just 6% alcohol and came in both full-size bottles and smaller, trendy versions. At sixpence a bottle, it provided a taste of celebration without breaking the bank. This drink quickly became a symbol of a hopeful, post-war Britain.
The Marketing Marvel
Babycham didn’t just thrive because of its taste. The marketing strategy was groundbreaking. It was the first alcoholic drink in Britain to target women directly. The adorable baby deer logo and catchy ads made it memorable. The brand used television in its campaigns, captivating viewers and drawing them to stores.
In the 60s, sales soared, tripling between 1962 and 1971. The innovative approach paid off, leading to a merger with Allied Breweries in 1968. Francis Showering even became a director at the new company.
However, by the early ’80s, Babycham faced a decline. The market got more sophisticated, and women began favoring wine and cocktails over retro drinks. Babycham, once a staple, seemed outdated.
A Comeback Story
Despite the downturn, Babycham is making a comeback. In 2016, a younger generation of Showerings purchased the family cider mill and relaunched the brand in 2021. Today, it’s often linked with special occasions like birthdays and holidays, echoing the nostalgia of simpler times.
Recent social media trends show that Babycham is garnering attention from younger audiences. People are sharing photos with the drink at celebrations, tapping into its retro charm. According to a survey, nearly 60% of millennials are interested in trying nostalgic beverages.
In today’s world, where so many seek comfort in the past, Babycham might just find its place again. With its cheerful fawn logo, it represents a time of hope and joy—something we could all use more of.
For more on Babycham’s rise and intriguing history, you can check out this detailed article from The Guardian.
