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GLOBAL: Diageo brews up Arthur's Day II

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Diageo plans to hold another Arthur's Day this year as it looks to turn the event into an annual celebration of its Guinness beer brand.

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Live music in Dublin will kick off the second Arthur's Day celebrations at 17:59 on 23 September.

Diageo told just-drinks earlier this year that it planned to make Arthur's Day an annual event. The drinks giant has been buoyed by the success of last year's global festival to mark 250 years since Arthur Guinness signed the 9,000 year lease on the St James's Gate Brewery in Dublin in 1759.

This year's Arthur's Day will begin in Dublin with "many internationally renowned acts", including Snow Patrol, Jay Sean and Paolo Nutini, Diageo said today (7 June).

Celebrations at 17:59 local time will follow in countries around the world, from the US to Nigeria, the group said.

Last year's Arthur's Day generated 2bn media impressions for Guinness worldwide and helped the brand to gain market share in Ireland, according to Diageo.


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