Diageo drops Arthur’s Day in favour of Amplify

Guinness brewer Diageo has discontinued the controversial Arthur’s Day celebrations in favour of a new format called Guinness Amplify, which will see a series of music events take place every weekend for the month of September throughout Ireland.

Arthur’s Day – in commemoration of Arthur Guinness, the founder of the brewery – was run annually on 26 September. It was launched in 2009 and, following the success of the first year, Diageo decided to make it an annual event with bars sporting Guinness promotions in venues around Ireland and in 55 countries worldwide.

In early July 2014 Guinness announced the new music promotion programme Guinness Amplify, which will support new bands and run in place of the Arthur’s Day festivities.

Diageo has strongly denied that the move is a result of national and international criticism of Arthur’s Day in 2013, when the company came under fire for encouraging binge drinking and irresponsible behaviour.