CHINA. The TREX Factor, Moodie Davitt STUDIO’s pioneering B2B-B2C crossover series dedicated to travel retail-exclusive (TREX) products, has been released on WeChat.
The breakthrough debut is in line with The Moodie Davitt Report’s commitment to offer The TREX Factor across multiple platforms and languages.
It is being shown on Moodie Davitt China TR Express (穆迪达维特免税快讯), one of our dual WeChat platforms*.
The Chinese premiere sees resident ‘TREX Master’, The Moodie Davitt Report Founder & Chairman Martin Moodie, introduce viewers to Episode 1, dedicated to Johnnie Walker Blue Label Xordinaire.
Readers with WeChat can view here: https://weixin.qq.com/sph/AJpymB2Tur
Others can view the episode on YouTube (below)
Moodie, the series creator, said: “Launching The TREX Factor on WeChat is a critical step in delivering our mission to bring The TREX Factor to a truly multi-national consumer and trade audience. We are delighted by the early reaction with 71 reposts in the first hour alone on WeChat and some wonderful consumer and trade feedback.
“Led by the stellar efforts of China Duty Free Group in the whisky category, in particular, Chinese consumer interest in differentiated spirits variants is at an all-time high.
“That differentiation is key to driving travel retail sales in the face of intense online, cross-border and downtown competition.
“True TREXs achieve precisely that – and we’re not simply talking packaging or size tweaks here – by offering products of real value that by definition cannot be procured elsewhere.
“It is crucial, however, that consumers understand what a travel retail exclusive is. A range of terms are used to articulate the concept but we prefer to bring them together under the simple TREX banner, which we are championing through our series and The TREX Awards.” ✈
About Johnnie Walker Blue Label Xordinaire
Johnnie Walker Blue Label Xordinaire is aged in former French XO Cognac casks, designed to add an element of smoothness and sweetness. The ultimate blend brings these elements together for an extraordinary finish. It is a definitive TREX, available only in duty-free and travel retail stores.
Episode 2, already released on YouTube and dedicated to two single malt whiskies from The Macallan, one of the world’s most illustrious Scotch whisky houses, will be shown on WeChat later this month.
It features The Macallan 18 Years Old from a TREX range called The Colour Collection, and it’s all about the colour of the liquid and how it is affected by both age and cask treatment.
And then, for something completely different, we profile (and taste) The Macallan Harmony Collection Inspired By Organic Cherrywood Lapsang Tea, an intriguing single malt that is as much about the packaging as about the very fine liquid inside. And what a story lies behind it.
Brands or retailers wishing to participate in The TREX Factor should contact Martin Moodie at Martin@MoodieDavittReport.com
{Click on the YouTube Icon to view TREX Travels to the Duty-Free World, the introductory video to The TREX Factor}
**ABOUT MOODIE DAVITT STUDIO
Moodie Davitt STUDIO, the acclaimed video content creation arm of The Moodie Davitt Report, recently relocated from Hainan to Shenzhen, China, as part of our Asia Pacific expansion plans.
Moodie Davitt STUDIO creates high-quality film content tailored to brand owners, retailers and airport partners, adding a critical dimension to our multi-format storytelling for the global aviation and travel retail sectors.
The team is led by The Moodie Davitt Report Founder & Chairman Martin Moodie in Hong Kong and Shenzhen-based Videographer, Editor and Director Alexander Roux.
{Above: In this striking 2024 Moodie Davitt STUDIO production, we bring you highlights from House of Suntory’s Kogei Collection whisky masterclass at TFWA Asia Pacific in Singapore; Below we visit Hamad International Airport and Qatar Duty Free in our acclaimed Airport Wonders of the World series and discover Zhuo Zhou Shanlan Rice Wine in Hainan}
