Via Bettnet we learn the following from the Tolkien Society:
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 are invited to raise a glass and toast the birthday of this much loved author.
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.