Drysdale Dennison was the largest importer of pepper into Britain.
Wallis & Co was a mustard, chicory (a popular coffee substitute) and spice merchant of 20 Duke Street, London Bridge. The Wallis family were Quakers from Northamptonshire.
Andrew Drummond Drysdale (1830 – 1867), originally from Perth in Scotland, was the manager of Wallis & Co by 1857.
Drysdale had entered into the firm as a partner by 1864, and the business began to trade as Wallis & Drysdale.
Andrew Drummond Drysdale died in 1867, and his stake passed to his brother, Hector Drummond Drysdale (1828 – 1902).
Hector Drysdale bought out the Wallis family stake to take full control of the business in 1878. By this time there were premises on 131 Upper Thames Street and Dock Street. The location close to the Thames was convenient for receiving imported spices.
The firm was trading as Drysdale Dennison by 1883. It was one of the best known pepper merchants in the world.
James Samuel Gray (1876 – 1935) joined the company in 1889.
Gray merged White Palmer, a long-established London spice merchant, with Drysdale Dennison to form the British Pepper and Spice Co Ltd, a public company with a nominal capital of £160,000, in 1933. The office was at 31 Queen Victoria Street, Eastcheap.
The head office was relocated to 7 New Court, Lincoln’s Inn in 1948.
Drysdale Dennison was the largest importer of pepper in Britain by 1959. The factory was located just off Petticoat Lane in London.
Burton Son & Sanders of Ipswich, specialist food manufacturers and distributors to the bakery trade, acquired the British Pepper & Spice Co in 1967.
Amidst falling profits at Burton Son & Sanders, Matthews Holdings, a food retailer, acquired the company for £1 million in 1969.
Matthews Holdings and S W Berisford merged their spice and pepper interests in a joint venture called British Pepper & Spice in 1971.
British Pepper & Spice Co was acquired by Hunter Saphir in 1987.
The factory and head office of British Pepper & Spice was located in Northampton by this time. 160 people were employed there in 1993.
Hunter Saphir was acquired by Albert Fisher for £29 million in 1993, and two months later British Pepper & Spice was sold to Burns Philip of Australia for £25 million in cash.
British Pepper & Spice was subject to a management buyout for £7.6 million in 1998.
British Pepper & Spice was acquired by SHS Group of Belfast, which owns brands such as WKD and Shloer, in 2004.
Still based in Northampton, British Pepper & Spice is a major supplier of supermarket own-label herbs and spices, as well as for producers such as Heinz and Premier Foods.
Tanqueray is one of the highest selling gin brands in the world.
Charles Tanqueray (1810 – 1865) was the son of the Reverend Edward Tanqueray (1762 – 1847), rector of Tingrith in Befordshire.
With his elder brother Edward (1805 – 1838), Charles was apprenticed as ginmaker to Currie & Co of Bromley by Bow, one of the largest distilleries in London.
The two Tanqueray brothers partnered with Arthur Currie (1804 – 1875) to takeover the Bloomsbury Distillery, an established gin manufacturer at 3 Vine Street, Bloomsbury, in 1835. The building has not survived, but the street still exists, and has been renamed Grape Street.
Charles Tanqueray was an ambitious man, and he wanted to create a gin to rival, or even better, those of Felix Booth (1775 – 1850) and Alexander Gordon. He experimented ceaselessly through trial and error to perfect his recipe, and finally settled on just four botanicals: juniper, angelica root, liquorice and coriander seeds, the same four used by Tanqueray today.
Edward Tanqueray died in 1838, and Charles was assisted by his brother John Samuel Tanqueray (1817 – 1902) in the 1840s and 1850s.
Arthur Currie left the partnership in 1847.
Charles Waugh Tanqueray
Charles Tanqueray died in 1865 and the business was managed by his brother William Henry Tanqueray (1814 – 1887). Charles Waugh Tanqueray (1848 – 1931), the son of Charles Tanqueray, took over the distillery upon completion of an apprenticeship to a grocer in 1867.
Charles Waugh Tanqueray was perhaps more commercially-minded than his father, and under his leadership sales grew and exports increased. A keen sportsman, he was an upright Christian gentleman with a social conscience and a determined character.
Most Tanqueray gin was sold at a strength of 40.19 percent ABV in 1877. Some gin was also sold at 35.19 percent ABV.
Tanqueray Gordon and acquisition by Distillers
Charles Waugh Tanqueray approached Reginald Charles Wilford Currie (1854 – 1922), the proprietor of Gordon & Co, gin distillers of Goswell Road, London, regarding a merger of their two companies in 1897.
The two businesses merged to form Tanqueray, Gordon & Co, a company with a capital of £500,000 in 1898. R C W Currie became the managing director, and Charles Waugh Tanqueray took the opportunity to retire.
Following the merger all production was centralised at the Gordon distillery at 132 Goswell Road. Gordon’s London Dry Gin became the priority brand.
Harry Aubrey Tanqueray (1907 – 1982) was the only grandson of C W Tanqueray. He became a stockbroker, and does not appear to have been affiliated with the gin business.
Largely due to the growth of the temperance movement and a substantial rise in excise duty, alcohol consumption in Britain declined in the period following the First World War.
Perhaps as a way to make up for declining sales at home, Tanqueray was first exported to the United States from around 1918.
Tanqueray Gordon was acquired by the Distillers Company, which was heavily involved in consolidating the spirits industry, in 1922.
R C W Currie, managing director of Tanqueray Gordon, died in 1922.
Tanqueray Gordon was by far the largest gin distiller in the world by 1926.
Charles Waugh Tanqueray outlived his only son Charles Henry Drought Tanqueray (1875 – 1928), and died in 1931.
During the Second World War the Goswell Road site was nearly destroyed during the Blitz.
The Tanqueray green bottle was introduced from 1948.
The growth of Tanqueray overseas
Tanqueray began to marketed and advertised in earnest in the United States from the mid-1950s.
The premium-priced product became popular among affluent Southern Californians, and American sales took off from there. British gin was popular because it was smoother than its American counterpart, and was to prove a good mixer for a Martini cocktail.
100,000 cases were sold in the United States in 1961. Sales doubled in 1964. Frank Sinatra and the Rat Pack became fond of Tanqueray martinis at the Buena Vista Social Club in San Francisco.
United States sales rose by 1700 percent over a four year period. Over 85 percent of the Goswell Road output was shipped to the United States by the 1960s.
John P Tanqueray (1934 -2012), the great grandson of Charles Tanqueray, had been appointed export manager for Tanqueray by 1969. He argued that the success of Tanqueray in the United States was due to snob appeal, “our product appeals to status seekers and consumers who want an outstanding gin”.
Tanqueray became one of the leading spirit brands in the world. 600,000 cases of Tanqueray were exported to the United States in 1975, where it was the highest proof gin, and generally the most expensive.
United States sales reached one million cases in 1979, second only to Beefeater in imported gin.
A new distillery and recent developments
Due to increasing sales a purpose-built 26 acre distillery in Laindon, Essex was opened from 1984, and the Goswell Road site was divested.
Charles Tanqueray & Co won a Queen’s Award for Export Achievement in 1985.
Guinness acquired Distillers in 1986.
John P Tanqueray retired as commercial director of Tanqueray Gordon in 1989.
Guinness merged with Grand Metropolitan in 1997 to form Diageo. The combination of two spirits giants left the company with an excess of productive capacity. As a result the Laindon distillery was closed with the loss of 220 jobs in 2000, and all production was relocated to Cameronbridge, Scotland.
Tanqueray held over 50 percent of the US gin market in 2002.
Globally, Tanqueray sales grew by 15 percent in 2018.
Fillerys Toffees was established in 1923 by a consortium of four investors led by Robert Harold Mayhew (1874 – 1965). The factory was located on Warwick Road in Greet, south Birmingham.
The site covered four acres by 1927, and due to increasing sales, 24 hour production was introduced from 1930.
Fillerys Toffees was incorporated as a public company in 1934. Herbert E Morgan was chairman. The company had an authorised and issued capital of £100,000 by 1935. Around 300 workers were employed.
Fillerys led the toffee industry as one of the most efficient producers by 1942. Fillerys targeted the higher quality market.
During the Second World War, most of the factory was given over to munitions manufacturing for the war effort.
Under a Government scheme to encourage industrial efficiency, Fillerys Toffees were produced under contract by Rowntree of York between 1942 and 1946.
The company had established nationwide sales distribution by 1949.
The end of sugar rationing in 1954 saw a boom in confectionery sales. Fillerys Toffees won a prestigious and valuable contract to supply confectionery for Marks & Spencer.
The sugar confectionery boom was over by the end of the 1950s, as increasing prosperity saw consumers increasingly switch to chocolate products. As a result, the industry began to consolidate in order to reduce costs.
Fillerys was acquired by J A & P Holland of Southport in 1960 to create the largest toffee manufacturer in Britain, and possibly the world.
Cavenham Foods acquired J A & P Holland in 1965. The Fillerys factory was closed down in March 1966, and production was transferred to Southport. The reason given was that the Fillerys factory did not have room for expansion. About 230 workers lost their jobs.
Benson & Hedges cigarettes are sold across the world. A former subsidiary introduced the highly successful Parliament cigarette brand to the United States.
Establishment and early growth
William Hedges (1836 – 1913) and Richard Matthias Benson (1817 – 1882) established Benson & Hedges, tobacconists and cigar importers of 13 Old Bond Street, London, in 1873. Situated on one of the most exclusive streets in the world, the firm targeted the aristocratic market.
Hedges was born in St Marylebone, the son of a coal merchant. A refined and pious man, he was a clerk by trade and a keen Wesleyan Methodist who frankly considered the tobacco business to be on the verge of immorality.
Benson was a Bristol tobacconist who had followed his father into the trade. He was a coarse man, and in many ways the opposite of Hedges. He spent much of his time at his tobacconists in Bristol, but when in London he would stand outside the Benson & Hedges shop, dressed drably, smoking a cigar and brazenly spitting onto the street.
Benson smoked fourteen to fifteen cigars a day, and died, allegedly from excessive smoking, in 1882. It was estimated that he smoked £20,000 of the firm’s stock during his lifetime.
A P Hedges enters the firm
Alfred Paget Hedges (1867 – 1929), the son of William Hedges, joined the firm as an assistant to his father following the death of Richard Benson. He possessed a fierce ambition, but was also likeable, and considered a thoroughly decent human being.
Benson & Hedges was converted into a private limited company in 1896.
Establishment of American subsidiaries
The London business attracted a number of high-spending Americans. Encouraged by their custom, William Hedges established a United States subsidiary at 288 Fifth Avenue, New York, from 1897. A relatively small business, it sold high quality cigars and manufactured premium-market cigarettes. Arthur Quinton Walsh (born 1861), a long-term bookkeeper for Benson & Hedges, was sent to manage the subsidiary.
Sales were slow to develop at Fifth Avenue. The store was located on the first floor, and was thus unable to entice window shoppers. Walsh instead found success when he established a branch outlet at affluent Newport, Rhode Island.
Walsh defied the orders of William Hedges by relocating the Fifth Avenue shop to a ground-level address at 314 Fifth Avenue in 1900. He moved again in around 1905 to 17 West 31st Street, which was to prove unsuccessful due to its more obscure location. He relocated the business to 435 Fifth Avenue from 1907.
A Canadian subsidiary was established on Cote Street, Montreal from 1906. Both North American branches were to prove successful.
William Hedges had retired by 1901, and A P Hedges had become the managing director.
A P Hedges was a man guided by his Wesleyan Methodist faith, and served as a lay preacher. He was elected as a Liberal Member of Parliament for Tunbridge in Kent from 1906 -1910.
Benson & Hedges was converted into a public company with a share capital of £120,000 in 1910, in order to fund the expansion of the London and Montreal businesses.
William Paget Hedges (born 1894) joined his father at Benson & Hedges following service in the First World War.
Company capital was almost doubled to £220,000 in 1920 in order to establish a new cigarette factory at 104, New King’s Road, Fulham, and to provide further capital for the North American subsidiaries.
The American subsidiary was highly successful on the back of a strong national economy, and the British company continued to prosper.
Meanwhile the initially successful Canadian subsidiary entered into modest losses in 1925 and 1926, triggered by an economic depression which hit the luxury trade particularly badly. This was compounded by high taxation. Benson & Hedges believed that the subsidiary would have required a very high level of advertising expenditure if it was to remain viable, and lacked sufficient capital to provide it. As a result of this, the Canadian subsidiary was sold to Adhemar Gaston Munich (1882 – 1970), a French-born Quebec investor, and a regular customer, in 1926.
The United States subsidiary was sold to two New York banking houses in 1928. With a tiny sales force of no more than 20 people, the company grew rapidly. It was to find great success with Parliament, a premium-priced filtered cigarette, from 1931. Joseph F Cullman Jr (1882 – 1955) acquired control of the company in 1941.
A P Hedges died in his London office from heart failure in 1929. Major Arthur Pearson Davison (1866 – 1955) became managing director of Benson & Hedges.
Benson & Hedges held a prestigious Royal Warrant to supply King George VI by 1946.
Benson & Hedges (USA) was the seventh largest cigarette manufacturer in America by 1952, and sales were dominated by Parliaments. However the company lacked sufficient scale to provide its growing brand with the research and marketing support that it needed. Benson & Hedges (USA) was acquired by Philip Morris, which, although the fourth largest cigarette manufacturer in the country, lacked a successful filtered cigarette brand of its own, in 1953. Sales of Parliaments tripled between 1953 and 1961, due to improved distribution and a growing market for filtered cigarettes.
Sale to Gallaher
Meanwhile, Benson & Hedges of Old Bond Street was subject to a friendly takeover by Gallaher, a large British tobacco company which was attracted to the prestige value of the brand, in 1955.
Benson & Hedges held a Royal Warrant to supply the household of Queen Elizabeth II by 1956.
Gallaher sold the overseas rights to the Benson & Hedges brand outside North America to British American Tobacco in 1956.
The independent Benson & Hedges (Canada) Ltd was acquired by Philip Morris in 1958.
Benson & Hedges was the leading king-size cigarette brand in Britain by 1981.
Benson & Hedges (Canada) merged with Rothmans in 1986 to form Rothmans, Benson & Hedges Inc, in which Rothmans held a 60 percent stake, and Philip Morris held a 40 percent stake.
The Benson & Hedges premises at 13 Old Bond Street were retained until at least 1998.
The Queen Elizabeth II Royal Warrant was withdrawn in 1999.
Japan Tobacco acquired Gallaher for £9.7 billion in 2007.
Philip Morris International acquired full control of Rothmans, Benson & Hedges Inc for about C$2 billion in 2008.
Benson & Hedges remains a leading brand of Japan Tobacco, Philip Morris USA, Philip Morris International and British American Tobacco as of 2019.
Parliament is the twelfth largest cigarette brand in the world.
This post focuses on the history of Mars confectionery in the UK. Many of the products for which Mars are best known, such as Skittles, Twix and Galaxy chocolate, were originally developed and sold in Britain.
Franklin Clarence Mars (1883 – 1934) entered the wholesale confectionery business in Tacoma, Washington, from 1910.
Mars relocated to Minneapolis, Minnesota, in 1920, where he formed the Mar-O-Bar company and began to manufacture chocolate bars. The business struggled until his son, Forrest Edward Mars (1904 – 1999), suggested that Mars create a chocolate bar influenced by a malted milkshake. On the back of this idea, the Milky Way bar was introduced from 1923.
The Milky Way bar was an immediate success. Sales exploded without the help of advertising. The product enjoyed a cost discount against rival chocolate bars, due to a filling made of relatively low-cost nougat.
Mars was one of the largest confectionery manufacturers in America by 1930. The Snickers bar was launched in 1930, and 3 Musketeers was launched in 1932.
Forrest E Mars graduated from Yale University with a degree in industrial engineering in 1928. He initially worked as a superintendent at his father’s factory. Meanwhile, he read voraciously on business methods, especially those used by DuPont, a large chemicals company, and business tycoon John D Rockefeller (1839 – 1937).
A brash and ambitious man, it wasn’t long before Forrest Mars clashed with his father. He deemed management as lax, and considered product quality to be inconsistent. Mars resented how his father cut costs by using low-quality chocolate in his products. He also harboured ambitions for Mars to expand its overseas sales.
Forrest Mars demanded a one third stake in the company. His father refused, but in recognition of his contribution he was given $50,000 and the foreign rights to Mars products, and told to establish a business for himself.
To gain an understanding of European confectionery manufacturing methods, Mars worked incognito at the plants of Tobler and Nestle in Switzerland, a case of industrial espionage he would later openly confess to.
Establishment of Mars UK
Mars took what he learned in Switzerland, and leased a single room factory in Slough, a small industrial town outside London, from May 1932. England was chosen for the European base because Mars could speak the language. He initially employed a staff of eight.
Mars understood that British confectionery tastes differed to those of his native land. His first product was an Anglicised version of the Milky Way, which he called the Mars bar. Introduced from August 1932, the product was initially entirely handmade. Instead of the Hershey chocolate used in the US, the Mars bar used a Cadbury chocolate coating, and the toffee was sweeter.
Within a year, two million Mars bars had been sold, and 100 people were employed. The product was advertised nationwide by 1934. Mars boosted sales by advertising his confectionery as a nutritious food product.
The British Milky Way, a different product to the American Milky Way, was launched in 1935. Not all of the early product introductions were a success; short lived confectionery lines included the So Big bar and a vanilla version of the Mars bar.
Forrest Mars was a great believer in scientific management as a driver of profitability. He also had a fanatical dedication to quality. However he could also be cruel and demanding, and on occasions he demonstrated a volatile temper. However for upholding his high standards his managers were rewarded handsomely.
Franklin Mars died in 1934 and control of Mars Inc passed to his widow, Ethel V Mars (1888 – 1945).
Maltesers were introduced in Britain from 1936.
Following the outbreak of the Second World War, Mars returned to the United States. There he established a business producing M&Ms, a product that he had developed based on Smarties, a British confection manufactured by Rowntree.
Rowntree agreed not to compete with M&Ms in the US in exchange for the production rights to the Mars bar in South Africa, Canada and Australia.
The Bounty bar was launched in the United Kingdom in 1951. It had similarities to Mounds, an American chocolate bar produced by Peter Paul.
Mars was the third largest chocolate manufacturer in Britain by 1960.
Starburst (originally known as Opal Fruits) and the Galaxy chocolate bar were introduced in the United Kingdom in 1960.
The “Mars a day” slogan was introduced in Britain from 1960.
Forrest Mars gains control of Mars Inc
Forrest Mars gained control of Mars Inc in 1964. An egalitarian, he quickly dismantled the executive dining room and dismissed the French chef. The art collection was sold off. Private offices were opened up with glass panels to improve communication. Executives were obliged to clock in and out the same as everyone else. However to compensate for his strict demands, Mars raised salaries by 30 percent. Mars also increased the proportion of chocolate in each bar.
Forrest Mars resigned as president and chief executive officer of Mars Inc in 1967. In his place he appointed Alfred Baxter (1913 – 1986), a Unilever veteran from England.
Mars had opened a second factory in Slough, located on Liverpool Road, by 1966.
The Twix was first produced in the United Kingdom from 1967.
Forrest Mars retired in 1969. He handed ownership of the company over to his two sons in 1973.
Skittles were first introduced in Britain in the 1970s.
Mars won a Queen’s Award for Export in 1979. Chocolate bars were exported to over 100 different countries. The Slough factory employed 4,000 people.
Slough produced two million Mars bars a day by 1982. With annual sales of £100 million, it was the highest selling chocolate confectionery in the United Kingdom.
Mars announced it would close its Liverpool Road factory, with the loss of 500 jobs, over the course of two years, in 2005. Production of Twix bars was relocated to France and Germany. Starburst manufacturing was transferred to the Czech Republic.
The Dundee Road plant received a £45 million modernisation investment, and continues to produce Mars bars, Snickers, Galaxy and Maltesers.
Mars opened a new £7 million research and development facility at Slough in 2012.
Slough is the European headquarters for Mars confectionery. The Dundee Road plant employed 1,000 people and produced 2.5 million Mars bars a day in 2013.
Mars remains a privately-held company controlled by the Mars family. Research by Statista indicated that Mars had the largest share of the global chocolate market in 2016, at 14.4 percent.
Pott & Co built what was probably the largest vinegar brewery in Britain, and grew to control 25 percent of the market.
Rush family establishment
William Rush (1611 – 1668) began to brew vinegar at Castle Street, Southwark, London, from 1641. The premises had previously belonged to a gardener, who had used the land to rear hogs.
In an age before artificial refrigeration, vinegar was a much more important commodity than it is today, due to its preservative effect on foodstuffs.
A single vessel at the brewery held 50,000 gallons of vinegar by 1790.
Pott family acquisition
The Rush family operated the brewery until 1790 when it was acquired by Robert (died 1824) and Arthur Pott, whose family had brewed vinegar at Mansell Street, Whitechapel since 1720.
Robert and Arthur Pott rebuilt the entire site across five or six acres, to create perhaps the largest vinegar brewery in England by 1795.
Charles Arthur Pott and William Pott (1795 – 1878) were the partners by 1833. The firm was the third largest vinegar brewer in Britain by this time, with 14 percent of the market.
Charles and William Pott held a 25 percent share of the British vinegar market by 1844. The firm held a stock of 746,139 gallons of vinegar that year.
The brewery site covered five acres by 1846.
An examination of vinegars by The Lancet praised the purity of Pott’s vinegar in 1852.
The brewery possessed one of the principal wells of London in 1862.
The business traded as R W C Pott by 1866.
By 1876 the business traded as A W R & N Pott.
By 1884 the business traded as R & N Pott. Robert (1825 – 1894) and Norbury Pott (1838 – 1924), sons of William Pott, controlled the business.
Robert Pott was head of the concern until his death in 1894.
The brewery was operated by Robert Bertram Pott (1861 – 1944), son of Robert Pott, and Norbury Pott by 1900.
The family sold the brewery to Beaufoy & Co, its long-established London rival, in 1902.
Babycham was a highly successful pear cider drink that was established in Britain from the early 1950s.
The Showering family had a long association with the inn-keeping and brewing trade in Shepton Mallet, Somerset, dating back to the 18th century.
Albert Edward Showering (1874 – 1946), a small-scale brewer, owned three public houses in Shepton Mallet by 1928. He had four sons, and two of them, Herbert (1906 – 1974) and Francis (1912 – 1995) were to prove instrumental in the subsequent growth of the family business.
Arthur Edward Showering (1899 – 1979) took over the license of the Ship Inn on Kilver Street, Shepton Mallet, which was owned by his father Albert, in 1921. The rear of the Ship Inn housed a small brewery.
Showerings was incorporated as a private company in 1932, with Herbert Showering as chairman. Cider production was established by this time. Albert Edward Showering retired in 1934.
Francis Showering, a trained chemist, was manager of the Showerings cider mill by 1939. He was a stocky, hard-working, no-nonsense West Countryman. He had become managing director of Showerings by 1949.
Throughout the late 1940s and early 1950s, Showerings won numerous awards for the quality of its bottled ciders.
After years of research and development, Francis Showering developed a new sterile filtration process that improved the shelf quality of perry (pear cider). The product was clear and sparkling, and reminiscent of champagne.
The sale of perry in Britain at the time was very small. The Showering brothers introduced the new product to the Bristol area and assessed its potential. Francis Showering determined to market the product towards women, and the Babycham trademark was registered in 1950. The product was packaged in 4 liquid ounce (118ml) “baby bottles”.
In order to prioritise the production of Babycham, brewing ceased from 1952, and apple cider production ended in early 1953. Babycham was launched nationwide from 1953 and demand immediately exceeded all expectations.
Herbert Showering was responsible for marketing the product, and advertising commenced from September 1953. Advertising was to heavily emphasise its similarity to champagne. Sales quickly boomed. Advertising agency Masius Wynne-Williams created the Chinese water deer mascot for the brand.
A significant factor behind the success of Babycham was that it appealed to the relatively untapped female market. At the same time, bottled beers and ciders were becoming increasingly popular over draught drinks due to their more consistent quality. Furthermore, the brewers who owned much of the licensed premises in Britain readily introduced Babycham to their public houses, as it was not in direct competition with beer.
Showerings was unable to meet demand for Babycham in the pre-Christmas period of 1954. Rather than compromise on product quality, which could have increased supply, strict rationing of Babycham was introduced.
Babycham became the first alcoholic product to be advertised on British television in 1955. Around £300,000 was spent on advertising between 1953 and 1956.
The success of Babycham turned the Showerings brothers into millionaires.
Showerings acquired R N Coate & Co of Nailsea, Somerset, one of the four largest cider manufacturers in Britain, in 1956.
Showerings was converted into a public company in 1959. Over 1,000 people were employed. By this time Showerings bought much of Britain’s perry pear crop, as well as importing the fruit from Europe.
Annual sales of Babycham had reached £8 million by 1961, aided by heavy marketing expenditure.
Showerings was keen to reduce its dependence on the Babycham brand. William Gaymer & Son of Norfolk was acquired for £150,000 in 1961. Gaymer claimed to be the oldest cider producer in Britain, and was one of the largest, best known for the Olde English brand. However it had struggled against the greater resources of its major rival, H P Bulmer. The deal transformed Showerings into the second largest cider manufacturer in the world.
Allied Brewies and recent era
Showerings merged with Allied Breweries in 1968. Francis Showering was appointed chief executive of the wine and spirits division.
2.5 million bottles of Babycham were produced every week by 1969, consuming the majority of British pear production.
Keith Showering (1930 – 1982), son of Herbert, became chairman of Allied Breweries from 1975. By this time Allied was the largest drinks business in Europe.
90 percent of licensed premises in Britain sold Babycham by 1977.
Babycham was made with 25 percent apple cider by 1979.
The Allied Breweries cider business was demerged in 1992 as part of a management buyout named the Gaymer Group.
Annual sales of Babycham had fallen to around one million bottles by 1993, and the deer mascot was retired.
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