Alan Partridge, drinking Fosters, yesterday

Alan Partridge, drinking Foster's, yesterday

Heineken has extended the partnership between its Foster's beer brand and the UK comedy scene, through the commissioning of a second series of online comedy Mid Morning Matters with Alan Partridge.

The brewer confirmed yesterday that a second season of the online-exclusive comedy programme, featuring radio DJ Alan Partridge, will run during the summer. The move follows Foster's collaborations with comedians Vic Reeves and Bob Mortimer, and the Fast Show team.

“The first series of Mid Morning Matters was a huge success, attracting over 3m hits,” said Foster's brand director, Gayle Harrison. “The series resonated exceptionally well with our target audience and we’re delighted to have secured a second series .”

Partridge added: “I’ve always been more than comfortable in my association with this warmly-regarded, mid-range lager. I am quietly flabbergasted that the good people at Foster’s think that, by associating themselves with my webcast, people will consume more of their product.

"I don’t drink it myself but I’m familiar with it and firmly believe that the 20-30 age demographic should have access to affordable lager. Going forward, I look forward to moving forward with Foster’s in an atmosphere of bland co-operation. It’s a good fit. It feels right. I like it.”

Partridge, 56, is divorced from his wife, Carol. He has two children, Fernando and Denise.