“Arthur's Day”, that ingenious marketing campaign thought up in 2009 to mark the 250th anniversary of the Guinness brewing company and to raise further sales of “the black stuff”, will be celebrated most of all by executives, sales teams and shareholders on September 26.
According to Diageo (the British-based conglomerate that now owns Guinness), on September 26 every year: “Guinness fans around the world will come together at a series of exciting musical events to raise a glass to Arthur Guinness and celebrate those who like him, make great things happen.”