A clever way to market the black stuff, a.k.a. Guinness, is the creation of Arthur’s Day on 27th of September. Originally it started 2009 to celebrate the 250th anniversary of the establishment of the Guinness brewery. It is now turning in to a yearly celebration and if there is a way to celebrate, the Irish knows how to do it. At 17.59 all Guinness fans raise a glass to celebrate their favourite beer all around the Island.
The best place to be is unsurprisingly Dublin since they have the most pubs participating in the celebration. 2012 you will see acts like Ellie Goulding, Fat Boy Slim and Mika playing.