Arthur’s Day made sense two years ago, to mark the 250th anniversary of an institution. Now, I’m not quite buying it. If anything should be celebrated it is the rise of small Irish breweries, as opposed to Diageo’s stranglehold over the Irish market.
Read this history of Dublin breweries historically and weep.
A city that was once host to over 30 breweries was now reduced to one. Guinness was so dominant in Ireland, that when it started its first advertising campaign in England in 1929 it felt it was a complete waste of money to spend anything in Ireland. Consumers either drank its beer or gave up drinking. According to the “History of Guinness Advertising” it spent an average of £10,000 per year on marketing in Ireland between 1929 and 1959. Part of the Guinness strategy was whenever a small brewery closed or was bought out by it, its sales representatives were sent out to buy up all the memorabilia/posters etc. from the pubs that were previously supplied by that brewery. In that way it could remove the history of that company from the popular imagination.