Babysham returns to roots after acquisition by Brothers Drinks Co


Brothers Drinks Co. Ltd has acquired Babycham, following an agreement with the brand’s current owners, Accolade Wines. The brand was originally invented by one of the founders of Brothers Drinks, Francis Showering, in 1953, before he went on to help start Brothers Drinks in Shepton Mallet in 1992.

Babysham became a classic drink in the 1950’s, 60’s and 70’s and was acquired by Accolade Wines when the Showerings company was bought out in the 1990’s. Now Brothers plan to reinvigorate the brand and relaunch it in 2022 to a new generation of consumers.

The move follows an exceptionally strong growth performance for the family-owned Brothers Drinks in 2021. The company was ranked 12th in the Alantra Food & Beverage fast 50 in 2021, a report outlining the UK’s fastest growing privately owned food and drink companies, which recognised Brothers Drinks revenue growth of 29% over the past two years.

Commenting on the announcement, 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.”

Category: Drinks
Tags: Accolade Wines, Babysham, Brothers Drinks Co, Francis Showering, Matthew Showering