Matthew Clark has announced that it will rebrand Babycham, its sparkling perry brand, to take advantage of the current trend for all things retro.

The company said: "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".

The company pointed to the popularity of Babycham at events such as School Disco, as well as its appearance on clothes and accessories as evidence of its potential return to success.