Moscato planned for retro Babycham brand9th July, 2013 by Patrick Schmitt
The Babycham brand of sweet sparkling perry could see its first range addition since the label’s launch in 1953 as the introduction of a Moscato is considered for the UK next year.
In an interview with the drinks business last month, Paul Schaafsma, UK general manager for Accolade Wines – which owns Babycham – said he saw a real opportunity for the brand, and would like to sell a Moscato using its well-known prancing fawn mascot (pictured, left).
“Babycham has 91% consumer awareness and I would love to do something with it,” he told db, when discussing Accolade’s non-wine business, which includes Stone’s Ginger Joe alcoholic ginger beer along with Babycham perry.
“Babycham is a sleeper brand that everyone knows, and it’s retro cool,” he added, before noting that he sees particular potential for a 5.5% abv sparkling Moscato using the Babycham brand.
Such a move would allow Accolade to capitalise on Babycham’s brand awareness, as well as the growing demand for Moscato and the lower duty rate in the UK for wine-based drinks at or below 5.5%.
“A Moscato from Australia using Babycham is a real opportunity. With 91% brand awareness, it is a brand that is ready to go, and we might do something in 2014,” he said.
Launched in 1953, Babycham is well known in the UK for its fawn mascot which was involved in a trademark dispute with homeware brand Cath Kidston earlier this year.
Schaafsma’s comments on the retro-appeal of the Babycham brand follow similar pronouncements by chief winemaker for Jacob’s Creek Bernard Hickin, who told db in November last year that Jacob’s Creek parent company Pernod Ricard was considering re-introducing a sweet, semi-sparkling brand called Barossa Pearl, which, like Babycham, was launched in the 50s.
Hickin admitted in a breakfast discussion with db that Barossa Pearl was “not a long way from Moscato, we have the expertise to make it… and we might resurrect it.”