Channel 4 renews wine brands sponsorship

LONDON - Channel 4 has secured a second year-long sponsorship deal with Constellation Europe's wine brands Hardys and Echo Falls, for its hit show 'Come Dine With Me'.

 Hardys: renews sponsorship for Come Dine With MeThe renewed agreement is expected to reach an estimated 40 million customers, with brands' idents being viewed 93 times on average, according to June's figures from Nielsen Homescan and Scantrack.

The show, which films people taking part in a dinner party-cooking, cash-prize competition, will include a new series of Hardys idents entitled "Recipe for dinner party success, that will include a series of dinner party hints and tips".

From May, Echo Falls idents will tempt viewers to have wine spritzers in the run-up to the summer.

Clare Griffiths, Constellation Europe vice-president of consumer marketing, said: "The consumer trend for dining at home as informal entertainment is increasing, and Hardys and Echo Falls are perfectly placed to be the wines of choice for consumers.

"This sponsorship has translated into increased awareness and sales for both brands."