In 1950 the drink was bottled, initially in large bottles then later in the trademark ‘baby’ bottles, and called Champagne de la Poire and Champagne de la Pomme. In the years that followed the perry was entered in competitions at all major agricultural shows in the country – it won first prize every time and the new perry became known as the “Baby Champ”.
Babycham was launched nationally in 1953. This was possibly the single most significant innovation in the drinks industry ever. In post war Britain, women were beginning to play a more dominant role in society and Francis Showering had devised a product specifically for women. The previous choices of gin, cream Sherry or stout held limited appeal. The light, sweet sparkling drink was precisely in keeping with the aspirations of women of all ages. Babycham was (and is) a lively, fun drink they could call their own. Around the same time the deer image first became associated with Babycham. Representing the light and sparkling nature of Babycham the deer rapidly became an iconic brand image.
Babycham had become one of the largest selling alcoholic drinks enjoyed by women creating themselves a new role in society. These women, who had done so much during the war, weren’t interested in the drinks market focused almost exclusively upon men. They wanted a fun and lively drink they could call their own and their clear choice was Babycham, a fresh, exciting and stylish brand. The 60s also saw the launch of the Babycham Babe beauty contest.
By the early 1980s Babycham was a brand enjoyed by two consumer groups; they were older consumers who had drunk Babycham since their late teens and early twenties, and young women to whom it was almost a rite of passage.
The television adverts continued, but changed to animation. A cartoon was developed which brought the deer to life as a sprightly, energetic character who gives life and sparkle to a mediocre party. Another advert of the 80s saw the Babycham TV ad with probably the greatest recall. It depicts a dark and dingy bar in which time momentarily stands still as a cool looking patron offers the immortal line – “Hey, I’d love a Babycham”.