It was a shell-shocked group of Diageo marketeers back in 2013 who finally decided to ditch their beloved Arthur’s Day. To their astonishment, the birthday ploy had generated unexpected levels of public criticism, both in Ireland and globally. The Huffington Post had called for it to be boycotted, the Royal College of Physicians had condemned it, and celebrity figures like film director Lenny Abrahamson and singer Christy Moore joined in the criticism.
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