Arthur’s Day is a global celebration of GUINNESS® held every year in September; a worldwide party to toast Arthur Guinness’s best creation. From Ireland and Europe across to the USA, Caribbean and ending in Asia, 24 hours of global celebrations and live music events marks every year of GUINNESS® goodness.

In 1759, history was made when Arthur Guinness signed a 9,000-year lease on the famous St. James's Gate brewery in Dublin, Ireland. Thanks to Arthur, people everywhere have been enjoying the world's most famous beer for more than 250 years. So each year, we celebrate the life and legacy of Arthur Guinness and his brewing tradition. The first Arthur’s Day was organized in 2009 to celebrate Guinness’s 250th anniversary. Live music from some of the best artists of our time was decided to be the best way to celebrate great beer with great friends. GUINNESS® drinkers all around the world raise a glass to the memory of Arthur Guinness at 17:59, a reference to 1759 when the Guinness Brewery was established. The day brings people together in their local pubs, their cities and around the globe to share and toast the one of the world’s favourite beers together.

 

Objective@China & Hong Kong

• To recruit new generation of Guinness draft drinkers

• To revive lapsed and current drinkers to incorporate GFES more in their consumption habit