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07.2009

Massachusetts Beverage Business

archivedPromotions

GUINNESS

In celebration of its 25Oth anniversary GUINNESS is running a series of celebrations that will peak on Arthur’s Day, September 24.  Arthur’s Day commemorates Arthur Guinness, the brand’s founder and the man who signed the 9OOO year lease on the St. James’s Gate brewery in 1759.  The Arthur’s Day celebration will commence in Dublin, with music acts and local talent performing in locations around the city – including the St. James’s Gate brewery itself.  One of the most historic buildings in the brewery, Hop Store 13, will be converted into a live music studio for over 2OOO guests.  The highlight will see people throughout Dublin and around the world raise a Guinness to Arthur at 17.59 local time, to start a global toast.  Celebrities including Sir Bob Geldof, Guy Ritchie, Carson Daly, Jerry Hall, and Sophie Dahl will also be raising a pint and joining in the celebrations. Events will occur across Africa and then onto New York at 17:59 local time, wrapping up 24 hours after they began with celebrations in Kuala Lumpur.  Artists taking part in Arthur’s Day will include: The Black Eyed Peas, The Enemy, D’Banj, renowned DJ David Holmes, Soul II Soul, Reverend & the Makers, Estelle, Kasabian, Mongrel, Noah & the Whale, The Wombats, Mystery Jets, Johnny Flynn and The Undertones, with further artists to be announced.  Arthur Guinness and his family were well known for their philanthropy in Ireland, and to continue the legacy the brand is establishing the Arthur Guinness Fund.  The aim of the Fund is to enable and empower individuals with skills and opportunities to deliver a measured benefit to their communities.  The Guinness Company will donate £5 million to the Arthur Guinness Fund which will be active from this September.  A global consumer promotion will also be launching in July.

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