Harveys has sponsored Coronation Street since 2007, but its branding will cease to accompany the show from January 2013, when the current contract comes to an end.
Harveys managing director Stephen Campbell told Media Week: "Over the last five years, Coronation Street has been a fantastic alignment for us, but we feel the time has come to look for something new."
He added: "Having contemplated long and hard about continuing with Coronation Street, we felt it would be a good time to do something different and we are currently considering a number of options."
ITV is now seeking a new Coronation Street sponsor to take over from next year.
ITV's group commercial sales director Simon Daglish commented: "Coronation Street remains one of the jewels in ITV's crown and this sponsorship package consistently delivers some of the highest audiences across any year, as well as outstanding additional value and exciting opportunities across multiple platforms.
"Harveys remains one of our largest advertisers and we look forward to continuing to work closely with them going forward."
ITV recently negotiated a two-year Emmerdale sponsorship deal with bet365bingo.
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