After many years of working in the drinks industry and lecturing on it, I was asked to pen a book that would focus on post-war Britain. The drinks were the ones who made this happen. Babycham, a drink that made Britain laugh after the austerity years was a must-have in my book.
In the 1950s, Britain was slowly emerging from war’s shadow and dealing with post-war shortages and bankruptcy. British manufacturing had recovered by the time Queen Elizabeth II was crowned in 1953.
Showerings, a small Somerset brewery at the time, had a brilliant idea. They wanted to offer a cheap, festive and sparkling alcohol tipple for Brits who were tired of the austerity years. Babycham was created, a celebratory beverage that looked and tasted like champagne but didn’t.
My mum used to drink the bubbly beverage, often with brandy, in the 60s. It was a cheaper, more affordable alternative for the working class than the traditional champagne cocktail. Who can forget the wonderful deer themed champagne coupes that Babycham sold, which have become collector’s items.
In my book, Another Round, I mention that it was first called “Champagne de la Poire”, by its original creators Francis and Herbert Showering from Shepton Mallet, Somerset. Babycham is a brand new perry made with pears. The modest strength was 6% by volume and it came in full-sized bottles as well as fashionable handbag-sized versions of four and two ounces.
Babycham bubbles are a fraction the cost of real French sparkling wine – an expensive luxury few can afford. Babycham epitomised the new, brave world that existed in mid-1950s Britain. British innovation still led the way and everything seemed possible.
Market with Fizz
Babycham’s brand design and marketing techniques were innovative and brought American flair to the world of British drinks. Its makers took advantage of the growing potential for magazines, radio, and television, but also of the new medium of advertising. It was the first British alcohol drink to target women.
Jack Wynne Williams, the advertising genius at Showerings who was responsible for Babycham’s introduction in Britain through marketing and advertising rather than marketing a pre-existing product. The eye-catching baby deer was featured in an ad campaign from autumn 1953, and it has been around ever since. It was also prominent in their 1956 groundbreaking TV debut ad, which made Babycham Britain’s first alcohol brand advertised on British Television.
Showerings, in order to communicate that Babycham offered a champagne life at beer prices, advised its (mostly female) clients that the best way to serve it would be with a feminine and attractive French champagne coupe. Showerings began customizing the coupes with the distinctive deer logo of Babycham, creating an instant collectible. Babycham gave the female Briton aspirational of the 1950s and 1960s the illusion of sophistication and glamour at the cost of a typical pub drink.
This Americanised marketing has paid off handsomely. Babycham tripled its sales between 1962 and 1970. The Showerings was acquired in 1968 by the drinks giant Allied Breweries, thanks to these bumper sales. Francis Showering became a director after the merger.
Babycham sales started to decline in early 1980s. In this decade, the drink market became more diverse and sophisticated. Wine and cocktails were more popular among women than retro drinks made with sparkling pear.
After a long period of stagnation, Babycham is now back. A younger Showerings generation bought the original Shepton Mallet cider mill back in 2016 and sought to revive its famous sparkling perry. Babycham was relaunched in 2021.
It is now only associated with special occasions such as Christmas or birthdays. It’s no longer considered a treat. Babycham and its charming fawn-shaped logo may seem dated today, but with nostalgia for Britain’s past, it might be ready for a revival.
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