Chris Mercer

Diageo gives Ireland a Guinness grin

By: Chris Mercer - 23 September 2011 17:02

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I've just arrived back from Diageo's third Arthur's Day music festival for Guinness.

There were some long faces at the Bank of Ireland summit taking place at our Westbury hotel in Dublin yesterday evening. I couldn't be certain, but I think the bar tab read: three half-pints, 15 straws. 

It might not seem like great timing for a huge party, but - as the world stands on the precipice of another economic meltdown - perhaps a few pints of Guinness is exactly what people need. That certainly seemed to be the case in Dublin last night, as I saw first-hand the way Diageo has put together its annual Arthur's Day festival.

As bands of all sizes flitted between pubs, bars and theatres, Dubliners came out in their droves. Of course, Diageo and Ireland's on-trade could do with this sort of thing much more often as they seek to arrest declining volume sales in the country. Even so, the annual celebration of Arthur Guinness sealing the 9,000-year lease on what is now St James's Gate has the makings of a second St Patrick's Day, which can only be good news for Diageo and the pub trade. in Ireland.  

Check just-drinks early next week to read about my chat with Diageo's global brand director for Guinness, Oliver Loomes.   

See below for some highlights of the event, courtesy of Diageo.

 

 

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