Guiness Mean Time

In 1998 Guinness issued a press release announcing that it had reached an agreement with the Old Royal Observatory in Greenwich, England to be the official beer sponsor of the Observatory's millennium celebration. According to this agreement, Greenwich Mean Time would be renamed Guinness Mean Time until the end of 1999. In addition, where the Observatory traditionally counted seconds in "pips," it would now count them in "pint drips." The Financial Times, not realizing that the release was a joke, declared that Guinness was setting a "brash tone for the millennium." When the Financial Times learned that it had fallen for a joke, it printed a curt retraction, stating that the news it had disclosed "was apparently intended as part of an April 1 spoof."

-- Top Hoaxes of All Time