Babycham, Kilver Court, Shepton Mallet - Brothers Drinks Co. Ltd 5

Source: Brothers Drinks Co

Brothers celebrated the acquisition by refurbishing the Babycham statue, located in Shepton Mallet for the past 60 years

Cider producer Brothers Drinks has acquired iconic sparkling perry brand Babycham from current owner Accolade Wines for an undisclosed sum.

The Somerset business – owned and run by the Showering family – plans to reinvigorate the brand and relaunch it in 2022.

Francis Showering invented Babycham and launched it in the UK in 1953, with the brand growing in popularity in the 60s and 70s.

Accolade picked it up the brand in the 1990s when it bought out the company behind Babycham, with the Showering family going on to found Brothers in Shepton Mallet in 1992.

The acquisition is part of Brothers strategy and future growth plans following “an exceptionally strong growth performance” in 2021, the company said.

Brothers was ranked 12th in this year’s Grocer Fast 50, with a two-year compound annual growth rate of 29%. Revenues increased more than 17% to £49m in 2020, more than double the amount generated in 2017, with the latest accounts yet to be filed at Companies House.

MD Matthew Showering added the business was “proud” to welcome the Babycham brand back into its drinks portfolio.

“We are already receiving extremely positive feedback on the decision by many who consider it a ‘sleeping giant’ within the drinks industry,” he said.

“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.”

Showering said the acquisition was “an incredible opportunity” to harness the roots and heritage of Brothers.

“We’re confident in the brand’s future and it feels like the perfect time to modernise this classic with an exciting new relaunch.”

To celebrate the acquisition, Brothers refurbished the Babycham statue, located in Shepton Mallet for the past 60 years, with plans to place it on the Showerings Cider Mill.