Arthur's Day the brewing company to raise a glass to the memory of Arthur Guinness at 17:59 (5:59 pm), a reference to 1759, the year the Guinness Brewery was established. An 82c stamp of an Arthur Guinness portrait was also released by An Post to commemorate the anniversary. The last Arthur's Day was held in 2013. Guinness cancelling the event in 2014. A new music programme to help emerging artists in Ireland called "Guinness Amplify" was launched to replace the event The event was criticised as a marketing ploy to increase sales of Guinness with Arthur's day, without understanding or appreciation for
The Anniversary tours, a few tracks were demoed in Rob Pope’s basement in the fall of 2002. However, rather than re-signing a new contract, Vagrant Records dropped The Anniversary in early 2003 because of personal tensions with the label and other bands on the roster. But picking up right where they left off, through extensive touring with the likes of Cheap Trick and Guided by Voices, The Anniversary continued to develop their live sound as shows incorporated new songs and re-visited and re-worked past crowd favorites, transforming them into a psychedelic jam loaded with classic rock riffs and gutter rock swagger. During