Consumers buying 4x20cl packs can enter a free prize draw to win one of 1,500 pairs of limited edition Babycham 60th anniversary glasses.
Popping cork 75cl bottles will have special 60th anniversary packaging and a limited run of gift packs with a 20cl bottle of Babycham, a glass and a coaster will be in Sainsbury’s, Tesco and Asda.
The 5.5% abv perry was the first alcoholic drink to air on national television in 1957, with the well-known strapline: “Hey, I’d love a Babycham.”
Marketing controller Amy White, at brand owner Accolade Wines, said: “Babycham has few rivals in the UK public’s recall of iconic drinks advertising and still holds a strong position as a refreshing and lively drink, that continues to appeal to today’s woman, including those who enjoyed it the first time round.
“We are confident that supporting Babycham with a new promotional campaign will widen its appeal to a new audience, who can enjoy Babycham as a low-alcohol dirnk throughout the year, and ensure Babycham continues to sparkle.”