Let’s party!
The centre of the celebrations is – of course – Dublin, Guinness’s birthplace. The celebration party begins here and features performances of international musicians and local artists. They are working the crowd in numerous pubs, bars, clubs and the St James brewery itself, where Hop Store 13, one of the most traditional buildings of the brewery, functions as live music studio with room for more than 2,000 special guests from all over the world – among others Sir Bob Geldof, Guy Ritchie, Carson Daly, Jerry Hall and Sophie Dahl.
Today Guinness is being brewed in 50 countries and consumed in 150. Guinness fans all over the world account for the consumption of more than 10 million glasses of the famous brand a day. In order for the success story to continue the people at Guinness will put a stronger focus on younger consumers between 25 and 35 years in the future.
Party for charity
Following the example of Arthur Guinness, whom the Irish still affectionately call “Uncle Arthur” because of his social commitment, the anniversary celebrations are also held for charity. It is planned to set up an “Arthur Guinness fund” in order to specifically assist and support people in need.
With BP 5 million the Guinness brewery laid the financial foundation for the Arthur Guinness fund available from September 2009. Another EUR 2.5 million are to be raised in the course of a petition: During the celebrations signatures of the visitors will be collected in pubs throughout Ireland – and Guinness will pay EUR 2.50 for each. The target is one million signatures.
