‘Backlash not behind move’ to axe Arthur’s Day

Guinness bosses have axed Arthur’s Day — but insist the move has nothing to do with widespread criticism of the event.

Officials for drink’s maker Diageo confirmed the change yesterday, saying the September celebration introduced in 2009 will not be repeated this autumn.

Under plans announced by Diageo, the celebration will be replaced by a new €1m-funded Guinness Amplify initiative to give new musicians their first chance of fame. It will be part of Guinness’s “music programme”.