Hardys is replacing its Constellation Wines sister brand Echo Falls as the sponsor of Come Dine With Me, in what it is billing as "the biggest wine ­campaign of 2010".

Running from this week, the multimillion-pound sponsorship deal includes new Hardys idents during the advert breaks of the TV show which ­attracts up to 2.5 million viewers per episode as well as an iPhone app.

Constellation said its Aussie wine brand would benefit from Channel 4's decision to double the ­programming schedule of Come Dine With Me for 2010 compared with 2009.