America Celebrates Arthur's Day - 250 Remarkable Years

America Celebrates Arthur's Day - 250 Remarkable Years

More than 5,000 bars, pubs around the United States to raise a pint on September 24th

NEW YORK, Sept. 23 /PRNewswire/ -- On Thursday, September 24, the makers of GUINNESS , the world's most iconic stout, will unite with consumers around the world to toast 250 years of brewing tradition started by one remarkable man: Arthur Guinness. The global celebration known as Arthur's Day marks the 250th anniversary of Arthur Guinness signing the 9,000-year lease on the famous St. James's Gate brewery in Dublin in 1759. The commemoration of this milestone will begin in Dublin and spread westward throughout the United States and across the world to cities including Lagos, Yaounde and Kuala Lumpur.

More than 5,000 pubs and bars across the United States will be hosting celebrations for patrons to share in this historical occasion and participate in the toasts to salute Arthur Guinness occurring around the globe at 17:59pm (5:59 pm) local time. Consumers across the country can also join in the global Arthur's Day celebration by tuning in to a simulcast of the festivities on Channel 101 on DirecTV , which will be airing in some of the local establishments hosting Arthur's Day celebrations.

"The excitement surrounding this remarkable anniversary is coming to life throughout the US and around the world," said Patrick Hughes, Brand Director, DIAGEO - Guinness USA. "It speaks volumes about those who love Guinness that they are so eager to join us in honoring and celebrating this remarkable milestone."

When consumers tune in to the simulcast, they will join the worldwide celebration of Arthur's Day events including toasts to Arthur from a variety of artists and celebrities. Thousands of people will be coming together in Dublin to experience live music events in more than 30 venues across the city from intimate gigs in pubs and small music venues to a concert at the St. James's Gate brewery itself. Over 60 performers such as The Black Eyed Peas, Sean Paul, Sir Tom Jones, Estelle, Kelly Rowland and David Gray will perform in Dublin and the other cities celebrating Arthur. Each participating city around the globe will commence its celebrations by raising pints to Arthur at 17:59pm local time, creating a truly global toast.

"The global toast to Arthur Guinness and other activities offer a variety of ways to share in the energy and excitement of Arthur's Day," said Hughes. "We encourage everyone to join in the celebration and celebrate responsibly."

There has been a whirlwind of activity leading up to Arthur's Day. Limited edition GUINNESS 250 Anniversary Stout was introduced in April 2009 with a toast from baseball legend Rich "Goose" Gossage. And three lucky people will learn just weeks from now if they are winners in the GUINNESS Remarkable Experiences sweepstakes, which is offering a chance to go into space, to the bottom of the sea or in studio with multi-platinum recording artists The Black Eyed Peas. Now, there's nothing left to do but ring in Arthur's Day with a giant party held all over the world where people are raising pints with their friends.

About GUINNESS

GUINNESS enjoys a global reputation as a uniquely authentic Irish beer and the best-selling stout in the world. Famous for its dark color, creamy head and unique surge and settle, this distinctive beer is brewed at the St. James's Gate brewery in Dublin, Ireland. Over 10 million glasses of GUINNESS beer are enjoyed every single day around the world, and 1.8 billion pints are sold every year. GUINNESS is available in well over 100 countries worldwide and is brewed in almost 50. Also from the makers of GUINNESS, SMITHWICK'S, Ireland's oldest and best selling ale and HARP Lager, whose name pays tribute to the GUINNESS logo and the national symbol of Ireland. Additional information about GUINNESS can be found at www.guinness.com.

GUINNESS 250 Anniversary Stout is available in bottles and draught while supplies last. The GUINNESS Remarkable Experiences global consumer promotion is open to adults of legal age all around the world and will end on Arthur's Day, September 24th at midnight. To enter to win one of these remarkable prizes and for information on the GUINNESS 250 celebrations and Arthur's Day, please visit www.guinness.com.

About Diageo

Diageo is the world's leading premium drinks business with an outstanding collection of beverage alcohol brands across spirits, wines, and beer categories. These brands include Johnnie Walker, GUINNESS, Smirnoff, J&B, Baileys, Cuervo, Tanqueray, Captain Morgan, Crown Royal, Beaulieu Vineyard and Sterling Vineyards wines.

Diageo is a global company, trading in more than 180 countries around the world. The company is listed on both the New York Stock Exchange (DEO) and the London Stock Exchange (DGE). For more information about Diageo, its people, brands, and performance, visit us at Diageo.com. For our global resource that promotes responsible drinking through the sharing of best practice tools, information and initiatives, visit DRINKiQ.com.

Celebrating life, every day, everywhere.

About Direct TV
DirecTV is a trademark of DIRECTV, Inc.

MEDIA CONTACTS:
Elizabeth Balduino, Taylor Erica J. Johnson, Guinness
212-714-5726 646-223-2038
ebalduino@taylorpr.comerica.johnson@diageo.com

Source: GUINNESS

CONTACT: Elizabeth Balduino, Taylor for Guinness, +1-212-714-5726,
ebalduino@taylorpr.com; or Erica J. Johnson, Guinness, +1-646-223-2038,
erica.johnson@diageo.com

Web Site: http://www.guinness.com/

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