Nobody is required to drink, says Diageo

Drinks giant Diageo is standing firm on its plans for Arthur’s Day despite growing pressure to abandon the promotion.

Youth workers have joined with doctors, psychiatrists, and musicians in calling for the event to be reconsidered amid accusations that it encourages binge drinking and stretches emergency services.

One opposition group has begun a social media campaign urging a boycott of the event, promising to tweet images of drunken behaviour on the streets when it takes place this Thursday.