Babycham, the drinks brand that symbolised 1980s drinking for many UK females, is undergoing a rebranding and repackaging, as a consequence of "a revival of all things 70s and 80s", according to owner Matthew Clark.

"The new packaging recaptures the classic spirit of the original but with a contemporary feel, the company said in a release. "The current revival of all things 70s and 80s has provided Babycham with a fantastic opportunity to widen its appeal by capitalising on its retro values. The design retains the iconic deer image which has been associated with the product since the 1950s."

Matthew Clark points to the appearance of Babycham at a number of nights at the popular 80s club 'School Disco' as evidence the brand, which all but disappeared from drinks shelves in the 1990s, is making a comeback. Babycham has also been present at the opening of bars and movie premieres.

A range of branded clothes and accessories designed by the Soho fashion label 'Shop' have also featured the Babycham theme. "The Babycham trainers, knickers and other items have been a huge hit with the fashion press," said Matthew Clark.

Babycham is available in 20cl take home packs, 75cl screwtop bottles and 75cl popping cork bottles and all formats have been refreshed and updated.