Click through to view the new Babycham bottle

Click through to view the new Babycham bottle

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Accolade Wines has swapped Babycham's green glass for clear in an update of the 60-year-old UK sparkling perry brand.

The redesign, which also includes changing its blue foil for gold, comes after research showed consumers considered the previous bottle “old-fashioned”, Accolade said today (2 December). The new packs are due to launch in the UK off-trade and "selected" bars this week. 

“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,” said Amy White, marketing controller for Accolade Wines. “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.”

Babycham celebrated its 60th anniversary this year, which saw promotions for the 5.5% perry including limited-edition glasses.

Accolade is still without a CEO after the sudden departure of Troy Christensen from the Australian-headquartered global wine group last year. In October, the group told just-drinks the recruitment process is on-going