Christmas has traditionally been the year’s most profitable season for On Premise venues across Britain. This year, COVID-related fears and restrictions will hopefully no longer affect consumer behaviour, yet new challenges mean that operators and brands have to once again readjust their strategies to capitalise on the festive period’s revenue potential. CGA by NielsenIQ’s Client Director GB Drinks, Paul Bolton, looks at how the British On Premise can address the challenges, highlighting which category trends operators and suppliers should pay attention to ahead of the Christmas season.