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Amid Arthur Guinness Day celebrations which honor the Guinness brand’s 254-year legacy, Guinness & Co., in partnership with The Leary Firefighters Foundation (LFF), has unveiled its quest to raise $1 million for local Firefighters across the country. From now until St. Patrick’s Day 2014, funds will be raised through a variety of initiatives online, in-bar and at retail locations.
Arthur Guinness Day is observed internationally each September to commemorate the day on which Arthur Guinness signed the famous 9,000-year lease on St. James’s Gate brewery in Dublin, Ireland, thus creating the home of Guinness beer.
In the U.S., this Arthur’s Day marks the official launch of the brand’s U.S. firefighter fundraising mission. The brand will release a limited-edition firefighter-themed t-shirt, available on www.GuinnessGivesBack.com – the online hub for all philanthropic efforts surrounding the brand’s commitment to local firefighters. A portion of the profits from the sale of each t-shirt will benefit LFF.
Additionally, the makers of Guinness beer have released the Extraordinary Irish Beers Variety Pack, which includes Guinness Draught, Guinness Black Lager, Smithwick’s Irish Ale and Harp Lager, and is available now at retailers nationwide. A percentage of the proceeds from the sale of each Extraordinary Irish Beers Variety Pack, up to $100,000, will be contributed to the $1 million goal.
“Today we are excited to celebrate the legacy of our founder, Arthur Guinness, and the bold decisions he made over 250 years ago that led to the creation of the beer we all know and love today,” said Doug Campbell, brand director, Guinness beer. “Keeping true to our heritage, we hope to inspire and celebrate those who demonstrate great depth of character. Who better represents those values than our local firefighters, the men and women who put their lives on the line every day and in every community around America?”