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Accolade Wines renews Come Dine With Me deal

Published:  30 January, 2012

Accolade Wines' Hardys and Echo Falls brands have renewed their TV sponsorship of Come Dine With Me.

Accolade Wines' Hardys and Echo Falls brands have renewed their TV sponsorship of Come Dine With Me.

The new deal, which runs until the end of 2012, estimated to have a media value of £10 million, continues the partnership which started in 2009.

As in previous years, Hardys and Echo Falls will own different parts of the year, with branded idents running before and after each programme and commercial break. There will also be advertising and social media link-ups with channel4.com.

Recent statistics confirmed Hardys as the number one wine brand in the UK, with value share in the off-trade growing by 15.9% in the three weeks to Christmas.

Echo Falls is now the third biggest wine brand in the UK and the eleventh biggest brand in total alcohol. According to Nielsen statistics it added more value to the alcohol category than any other top 100 brand in the last year.

Clare Griffiths, marketing director at Accolade Wines, said: "We are delighted to continue our long association with Come Dine With Me. It has been a fantastic association for us leading to great brand recognition and it has helped drive sales of Hardys and Echo Falls - two of our leading brands.

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