/bow to Master Tolkien, the eternal Master.
"On the 3rd January 1892 JRR Tolkien was born in Bloemfontein, South Africa. To celebrate this event, on this day each year Tolkien fans around the world were invited to raise a glass and toast the birthday of this much loved author 21:00 (9 pm) your local time.
The toast is "The Professor".
For those unfamiliar with British toast-drinking ceremonies:
To make the Birthday Toast, you stand, raise a glass of your choice of drink (not necessarily alcoholic), and say the words 'The Professor' before taking a sip (or swig, if that's more appropriate for your drink). Sit and enjoy the rest of your drink."