Welch’s launched ‘Break Out the Fancy Juice,” its biggest Sparkling Juice campaign, and brought back a kid star for the first time in 25 years.
The new character, Charlie Cheersman (played by Paxton Beau Bazile), follows in the footsteps of ’90s Welch’s icon Emily Mae Young, who publicly welcomed him.
Fans are loving the nostalgia-heavy rollout, praising the casting and the updated lineup of Sparkling Juice flavors.
Did you grow up in the era of Welch’s grape mustaches and unnaturally articulate children telling America about antioxidants? Well, the Welch’s kid is back for the first time in 25 years, and the internet is clinking juice-filled glasses.
The brand just launched its biggest Sparkling Juice push ever, called “Break Out the Fancy Juice,” and with it comes a brand-new pint-sized spokesperson: Charlie Cheersman (played by 10-year-old Paxton Beau Bazile).
And because Welch’s is smart, they didn’t pretend the ’90s never happened. Emily Mae Young—yes, that Welch’s kid—literally sent him a message, saying those commercials were “full of laughter, grape juice mustaches, and lip-smacking fun,” and told him to “have fun, be yourself, and most importantly… drink the juice!”
The whole point of the brand’s new campaign is to bring families together and celebrate the everyday moments again. “As we grow with the next generation of families, this reconnects with what people love about Welch’s,” said Jen DeAngelis, Head of Communications & Brand Engagement at Welch’s.
And fans? Absolutely losing it over the fresh-faced, bowtie-wearing, camera-ready kid of 2025. “Casting director should get a raise! Charlie is iconic!” one person commented on Instagram. “We are here for this!!!!!” said another, with a third calling the new ad “perfect.” Nostalgia is doing numbers, and Welch’s has Charlie doing what great spokeskids do: making a 150-year-old brand feel new again.
The lineup covers every flavor for any moment—Red Grape, White Grape, Strawberry, Passion Fruit Mango, and the new Crisp Apple—and acts as the stuff your kids toast with at midnight while the adults do whatever’s in the other flute.
We have two months until New Year’s, but any occasion to break out the fancy juice is a good one. Charlie said so.
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