Paint the town black
Guinness / Diageo
Issue 25 | December 2012
In 2009 Diageo celebrated Arthur’s Day on the last Thursday (get it?) of September to bang the drum for the 250th anniversary of Arthur Guinness’s signing of a 9,000-year lease on the Dublin brewery.
The idea has been rolled out every September since. In 2012 Arthur’s Day was Thursday 27th September and at 17.59pm exactly drinkers in 55 countries were asked to raise a glass to Arthur, 1759 being the year in which he signed the lease.