Paint the town black

Background

In 2009 Diageo celebrated Arthur’s Day on the last Thursday (get it?) of September to bang the drum for the 250^th 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 27^th 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.