Foster's brings back Alan Partridge

11 October, 2010

Alan Partridge is back in business thanks to a deal with Foster’s.

The Heineken UK brand is sponsoring a series of 12 11-minute episodes on its website, fostersfunny.co.uk, from November 5.

Marketing manager Gayle Harrison said: “We are delighted to be working with one of the UK’s all-time favourite comedy shows as part of Foster’s comedy sponsorship programme and we look forward to increasing the brand’s dialogue and engagement with lager drinkers through this exclusive new partnership.”

Partridge himself said: “I am delighted to announce that, after years as a regional broadcaster on North Norfolk Digital, my groundbreaking radio segment, Mid Morning Matters will now be accessible to a potential audience of billions via the world wide web.

“That it has taken Foster’s to help realise my dream of joining the information superhighway is a damning indictment of the established broadcasters.”




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Lifting the spirits

I were to sum up alcohol sales over Christmas 2017 in one word, it would be “gin”. At Nielsen, we define the Christmas period as the 12 weeks to December 30 and in that time gin sales were £199.4 million, which means they increased by £55.4 million compared with Christmas 2016. There’s no sign the bubble is about to burst either. Growth at Christmas 2016 was £22.4 million, so gin has increased its value growth nearly two-and-a-half times in a year. The spirit added more value to
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