Arthurs Day was launched by Diageo in 2009

Arthur's Day was launched by Diageo in 2009

British musician Paloma Faith has reportedly voiced her disappointment after news that Diageo has cancelled its annual Arthur's Day celebrations for its Guinness brand. 

It emerged last week that the company had dropped the five year-old event in favour of a new music initiative in Ireland - Guinness Amplify. Arthur's Day, which initially marked the 250th anniversary of Arthur Guinness signing a lease for Dublin's St James's Gate brewery, attracted criticism last year over claims it had turned into a marketing exercise that encouraged binge-drinking

But Faith told the Irish Independent today: “I can tell you it's not a boozefest. I thought it fun, it was a really good line-up, I'm sad to hear it's over.”

In a statement to just-drinks, a Diageo spokesperson said: “Arthur’s Day was Guinness’ global music programme celebrated in 55 countries worldwide. After five exceptionally successful years, globally the brand has decided to change its music plans. 

“Guinness Amplify is our new fantastic music programme centred on supporting emerging talent in Ireland and at the same time, continues our support of the trade.”  

Expert analysis

Diageo plc - Strategy and SWOT Report

Diageo plc - Strategy and SWOT Report

Diageo plc - Strategy and SWOT Report, is a source of comprehensive company data and information. The report covers the company’s structure, operation, SWOT analysis, product and service offerings and...read more