A bumper Christmas could be on the on-trade horizon driven by the festive period now extending across three weeks compared to the ‘historic’ two, according to CGA.
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Speaking to independent merchants on the September tasting circuit it’s clear that their minds have already turned to Christmas and what is for them the busiest time of the year.
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As summer slides inexorably into autumn, we Brits start ringing the seasonal changes. Light cotton shirts give way to warm sweaters, then the coats come out of seasonal hibernation. Afterwards there’s the annual dither about whether or not to switch the central heating on yet. Before you know it they’ll be playing Band Aid’s Do They Know It’s Christmas on a continuous loop in every shopping mall and supermarket between Land’s End and John O’Groats and offering deals on anything from Play Station consoles to family-sized boxes of Quality Street.
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