March 31, 1998:
An article in the Financial Times
detailed an agreement that had been struck between the Old Royal Observatory in Greenwich, England and the Guinness brewery, wherein Guinness would be declared the official beer sponsor of the Observatory's millennium celebration. Greenwich Mean Time would be renamed Guinness Mean Time, and instead of counting seconds in "pips," as was traditional, the Observatory would count them in "pint drips." The Financial Times
lamented that the deal marked a new low in corporate marketing and set a "brash tone for the millennium." But what the Financial Times
didn't realize was that it had fallen for a joke. The Guinness press release, from which it had taken the information, had been marked for April 1 release. The Financial Times
subsequently published a curt retraction, clarifying that Guinness Mean Time had been "apparently intended as part of an April 1 spoof."