Diageo has organised an exclusive live TV broadcast, culminating with a global celebration on Arthur's Day (24 September). This will feature appearances from Black Eyed Peas, Estelle, Kasabian and The Enemy.
Bob Geldof, Guy Ritchie, Carson Daly, Jerry Hall and Sophie Dahl will also be in attendance.
The celebration will be the first interactive activity shown on Sky's Pub TV channel 881, allowing licensees to bring the event to life in their outlets and give consumers the chance to be part of the anniversary.
Guinness is bidding to get one million extra pints of the stout sold on the day.
Sky to broadcast Diageo's Guinness celebrations
by Gemma Charles, 26 August 2009, 11:30am
LONDON - Diageo has teamed up with Sky for an interactive event on the broadcaster's Pub TV channel to mark the 250th anniversary of the stout's founder, Arthur Guinness, signing the lease on the St James's Gate Brewery in Ireland.
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