Guinness scraps Arthur’s Day and launches new music initiative

Forget Arthur’s Day its all about Guinness Amplify.

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.