After five years, Guinness have scrapped Arthur’s Day in favour of Guinness Amplify; a new music programme to support emerging Irish artists,
Arthur’s Day was established in 2009 to celebrate Guinness’s 250th anniversary but according to Marketing Director of Guinness Stephen O’Kelly the celebration had run its course.
“We are always looking for new and innovative ways to support Irish music and Irish artists and I think Guinness Amplify will do that,” he said. “After five years we wanted to move things forward and take the best aspects of Arthur’s Day and develop them.
O’Kelly denied that negative press surrounding Arthur’s Day and the issue of binge drinking had influenced Diageo’s decision to ditch the celebration.
“We view Arthur’s day as a success. There is a bigger issue here and that is alcohol consumption in Ireland. Arthur’s Day was brought into that discussion but that was not the deciding factor in replacing it with Amplify.”
Guinness Amplify will see a variety of up-and-coming bands play in 500 pubs over five weekends, beginning on September 11.
The scheme will include studio time for bands, and master-classes with industry experts including Snow Patrol’s Johnny Quinn and David Kitt.