Hosted by wine expert Olly Smith, the 10-week series starts on 5 February and will air directly after Come Dine With Me, which has significantly raised the profile of sponsors Hardys and Echo Falls.
Codorníu hoped the tie-up would drive sales of its 16-strong portfolio the brand is currently third-biggest in the sparkling sector by value [Nielsen]. The TV idents would focus on Codorníu's heritage and help educate consumers about Cava, said Jo Sorenson, brand manager for Codorníu UK.
"Consumer understanding of the Cava category is fairly limited," she said. "We want to help people understand more about the brand and our history."
Codorníu will also be sponsoring selected London-based supper clubs throughout 2011 in a bid to drive sales value, she said.
"Our strategic focus is very much on our price per bottle. We're less focused on volume than we have been in the past."