Guinness announced today the launch of ‘Guinness Amplify’, a music initiative which will see up and coming bands play around the country over five weekends from the September 11 to October 12.
The initiative appears to have replaced ‘Arthur’s Day’, which is celebrated on September 26 at 17:56.
It was heavily criticized in the past for “promoting drunkenness”, even Irish legend - and recovering alcoholic - Christy Moore deemed it as “Arthur’s alcoholiday” in a single he released last year.
Meanwhile, Diageo defended the celebration saying “Guinness was showcasing emerging Irish music talent by offering them a stage at over 500 music events.”
Diageo also stressed it had “implemented a responsible drinking awareness campaign around Arthur’s Day and encouraged all 500 participating pubs to give out free water and food at the larger ticketed venues.”
Much to Diageo’s dismay, it appears their attempts to defend the day have failed, and Guinness have given into the critics replacing Arthur’s Day with ‘Guinness Amplify’.
Guinness said big names such as Kodaline, Walking On Cars and Ellie Goulding, will make surprise appearances at these various ‘Amplify’ locations.
Guinness’s Marketing Director, Stephen O’Kelly 'Amplify' will provide live stages and gigs for the bands, they will also be in with a chance to secure 60 hours of studio time and masterclasses from some experts in the industry.
Although Guinness's announcement still hasn’t quietened Arthur’s Day objectors receiving Tweet’s this morning that ‘Amplify’ “is amplifying the volume of booze sales to students in Sept/Oct”
1/3 Glad to see the end of the misappropriation of our national identity to sell more booze to younger folk that was #arthursday— Ireland Unlocked (@IrelandUnlocked) July 2, 2014
2/3 But Amplify aimed at amplifying the volume of booze sales to students in Sept/Oct shows no great change at Diageo— Ireland Unlocked (@IrelandUnlocked) July 2, 2014
3/3 Guess I'll be continuing in my role here seeking to amplify the voice of a growing number of folk who won't be so easily bought— Ireland Unlocked (@IrelandUnlocked) July 2, 2014
“Guinness Amplify will help to open doors for so many people through the roadshow of pub gigs around Ireland, providing access to experts in the industry and ultimately helping musicians to fulfil their potential. We know first-hand the hard work that goes into launching a music career and this level of support is invaluable," Kodaline said while performing at the launch.
Log on to Guinness Amplify for more details.
Exciting new reveal for Guinness we think! What are your opinions on Arthur’s Day?