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Thursday 17 April 2014

Babycham unveils new packaging

2nd December, 2013 by Rupert Millar

Sparkling perry brand, Babycham, has released its new packaging early following the recent success of a consumer sales promotion.

Babycham 4 PackThe repackaging is part of the brand’s 60th anniversary promotion and has seen the classic green bottle changed to a clear one and the blue foil dropped in favour of gold.

Amy White, marketing controller, Accolade Wines, said: “We are delighted to be releasing the new-look bottles ahead of schedule. Our research tells us that Babycham’s new look will open up the brand to year-round listings, and reinforce the opportunity for everyday enjoyment.

“We believe that it also now establishes a clear position for Babycham, notably extending the franchise to the 25-45 year-old female target audience.”

Paul Schaafsma, UK general manager for brand owner Accolade Wines, told the drinks business earlier this year that he was keen to capitalise on Babycham’s “retro cool”.



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