brothers cider babycham (1)

Brothers Drinks has acquired sparkling perry brand Babycham following an agreement with the brand’s current owners, Accolade Wines.

The supplier aims to relaunch the brand in 2022 to extend its appeal. Babycham was originally launched in the UK in 1953 by Francis Showering, whose family helped established Brothers Drinks in 1992. Accolade acquired the brand in the 1990s.

Its acquisition comes as Brothers has seen revenue growth of 29% over the last two years, and was ranked 12th in the Alantra Food & Beverage Fast 50 in 2021.

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Commenting on the acquisition, Brothers managing director Matthew Showering said: “We are proud to welcome the Babycham brand back into our drinks portfolio and are already receiving extremely positive feedback on the decision by many who consider it a ‘sleeping giant’ within the drinks industry. It’s a sentimental brand, not only for our family, but for families across the nation who associate Babycham with fond memories and celebratory milestones. We want to share the brand’s fun, sparkly and aspirational persona with new and familiar customers.

“Babycham is a quality brand that is extremely well-known in the UK and this acquisition is an incredible opportunity to harness our roots and heritage. We’re confident in the brand’s future and it feels like the perfect time to modernise this classic with an exciting new relaunch.”

In support of the acquisition, Brothers has given the Babycham statue in Shepton Mallet (pictured) a complete refurbishment. It will be on display at a Christmas popup on 9 and 10 December at the Showering family’s ancestral home, Kilver court.

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