Global celebrations are set to take place on September 23 2010 and events are planned in Ireland, Europe, Asia, Africa, North America and the Caribbean.

Arthur’s Day aims to celebrate the legacy of Arthur Guinness, who signed the 9000 year lease on the St. James’s Gate Brewery in 1759 and introduced the Guinness brand to the world. The annual celebration directly benefits the Arthur Guinness Fund, which supports entrepreneurs aiming to make changes in communities around the world.

The worldwide toast will begin at 17:59 (GMT) in Ireland on September 23 with live music performances taking place simultaneously in the Guinness Brewery at St. James’s Gate and in pubs and venues throughout Dublin, Cork and Galway. Acts include Snow Patrol, Jay Sean and Paolo Nutini.

The global celebration will continue at 17.59 local time in the Caribbean, Africa, North America, Asia and throughout Europe.

Ronan Beirne, Guinness global marketing manager, said: “Arthur’s Day is a celebration with substance designed to recognise and honour the legacy of Arthur Guinness and the Guinness brand he brought to the world.”