What Happened to the Famous “To Arthur / Arthur’s Day” Guinness Campaign?

The image of strangers raising a pint and proclaiming “To Arthur!” once echoed across pubs and streets, forming one of Guinness’s boldest global marketing moves. Owned by Diageo, Guinness rolled out what became known as Arthur’s Day and the accompanying “To Arthur” campaign around 2009, with great fanfare and international reach. But by 2014 the campaign was quietly shelved, with Diageo pivoting to new strategies. In this article, we explore what led to its rise, why it was discontinued, and how Guinness now honours its heritage post-Arthur’s Day.

The Rise of Arthur’s Day & “To Arthur” Campaign

Arthur’s Day was launched in 2009 to mark the 250th anniversary of the original Guinness brewery’s founding in 1759. The marketing message was simple but evocative: at 17:59 (5:59 pm), referencing the founding year, Guinness drinkers everywhere were encouraged to raise a glass in honour of Arthur Guinness.

The “To Arthur” campaign visualised that toast spreading from bar to bar, town to town - a unifying gesture tied to Irish identity and global Guinness culture. At its height, Arthur’s Day was promoted around the world: in Ireland, Malaysia, New York, Lagos and more.

Hundreds of concerts, public events, and tie-in promotions were organized to make it feel like a national festival. For many fans, the campaign felt celebratory and nostalgic, a way to link Guinness’s deep Irish roots with music, pubs, culture, and social connection.

Why Did Diageo Discontinue It?

Though Arthur’s Day was initially successful in terms of brand visibility, growing criticism, social pressures, and changing public attitudes eventually caused Diageo to pull the plug.

1. Public and Political Backlash

• Irish government ministers and public health authorities began condemning Arthur’s Day as a “pseudo-national holiday” engineered purely to drive drink consumption.

• The Irish health sector raised alarm over increased ambulance callouts and strain on public services during Arthur’s Day events. For example, in Dublin, the ambulance services reported up to a 30% spike in demand on those nights compared to equivalent dates.

• Critics, including musicians and public interest groups, accused Diageo of exploiting Ireland’s drinking culture and perpetuating a stereotype of Irish people as heavy drinkers.

• Over time, public sentiment shifted - what once felt festive began to feel like a burdensome marketing stunt.

2. Ethical & Brand Risk Considerations

• Diageo had to reckon with reputational risk. As media scrutiny intensified, continuing a campaign so closely tied to excessive consumption posed a brand hazard.

• It became harder to defend the campaign’s social responsibility in light of mounting evidence of harm (alcohol misuse, hospitalizations, disorder).

• Some participating artists and stakeholders also publicly opposed Arthur’s Day, further undermining its legitimacy.

3. Diminishing Returns & Shifting Strategy

• The novelty wore off. As Arthur’s Day became annual, audiences began to feel fatigued. What started as a celebratory gesture gradually looked formulaic and overexposed.

• Marketing budgets and priorities evolved. Diageo chose to shift investment into more sustainable, scalable, and less contentious initiatives.

• In 2014, Guinness officially cancelled Arthur’s Day, ending the event after five editions (2009–2013).

What Replaced It - and How Guinness Honours Its Legacy Now

Rather than re-launch Arthur’s Day, Diageo introduced Guinness Amplify, a year-round music initiative designed to support emerging Irish artists and foster music culture without relying on a single big annual event.

In lieu of the festival, there has also been a turn toward heritage and cultural tourism:

• In the wake of Arthur’s Day’s end, local Irish authorities and heritage groups mapped out Arthur’s Way, a heritage trail connecting significant sites tied to the Guinness family and legacy (e.g. Celbridge, Leixlip, Oughter Ard).

• The Guinness Storehouse (in Dublin) continues to celebrate the brand’s history, telling stories of Arthur Guinness, the brewery, and how the brand evolved.

These initiatives allow Guinness and Irish tourism stakeholders to honour the brand’s storied past, without the problems of a drinks-focused commercial festival!