The QDF Factor 2021 winner Wines of Golf Legends makes compelling debut with Qatar Duty Free

QATAR. Wines of Golf Legends, the winner of The QDF Factor 2021 from French wine company Peuch & Besse, has made a stunning debut in a dedicated shop-in-shop created by Qatar Duty Free at Hamad International Airport in Doha.

The QDF Factor, held in 2020 and 2021, was a pioneering initiative jointly hosted by Qatar Duty Free and The Moodie Davitt Report to encourage innovation and differentiation by brand owners during a difficult time for the travel retail sector.

As the winner of The QDF Factor 2021, Wines of Golf Legends captured a six-month high-profile promotion at Qatar Duty Free’s award-winning retail offer in Hamad International Airport. It also received a free six-month US$50,000 multi-media advertising campaign with The Moodie Davitt Report,

The Moodie Davitt Report Chairman Martin Moodie visits the Wines of Golf Legends display in The QDF Factor shop-in-shop at Hamad International Airport

The Wines of Golf Legends concept is a unique collaboration between some of the world’s most illustrious golfers and an array of outstanding winemakers. The collection begins with an initial range of fine wines selected in collaboration with golfing stars Jean Van de Velde (France), José María Olazábal (Spain), Costantino Rocca (Italy), David Frost (South Africa) and Ian Woosnam (Wales).

The range will eventually stretch to 18 golfers and winemakers, in keeping with the number of holes on a golf course.

The launch is particularly notable for its clever use of technology and engaging storytelling. Each bottle has a QR code on the back label. When scanned, this leads to a short video featuring the winemaker and golfer together at the winery or in the vineyard.

Great golfers and great winemaker make for one of the most innovative collaborations seen in travel retail, all married with clever use of technology
The Peuch & Besse concept headed off strong competition to triumph in The QDF Factor 2021. Runner-up was UFO 2 by Foreo, a new facemask device from the innovative beauty tech and wellness brand. In joint third were premium tea brand Ahmad Tea and luxury skincare brand Margaret Dabbs.

Qatar Duty Free Vice President Thabet Musleh said: “We were super impressed by the whole Wines of Golf Legends concept and we feel we have done it proud with this dedicated QDF Factor shop-in-shop alongside some of the other great entries and winners from The QDF Factor.

“With so many sports fans descending on Qatar for the FIFA World Cup later in the year, the timing couldn’t be better for a brilliant concept that combines great winemaking with some of the all-time stars of golf.”

“We are very proud to have won first prize at the 2021 QDF Factor for innovation and differentiation. Thanks to Qatar Duty Free and The Moodie Davitt Report, Wines of Golf Legends has now hit the shelves in travel retail,” said Peuch & Besse Managing Director Sylvain Combe.

“Thabet Musleh and the team at Qatar Duty Free have made one of the biggest statements possible about the key role the wine category can play in travel retail and why innovation is the lifeblood of our business.”

Combe continued, “At Hamad International and subsequently at Toulouse-Blagnac Airport [story to follow -Ed], the animations have brought new and exciting experiences to wine customers and we now look forward to the upcoming events in selected travel retail channels.

“We are also thrilled to announce that our family of golfers and winemakers is expanding. After the first five wines selected by Jean Van de Velde, Ian Woosnam, David Frost, José María Olazábal and Costantino Rocca, we will welcome by the end of 2022 new golfer/winemaker combinations from California, Mexico and the UK, including a strong touch of femininity.”

Qatar Duty Free has backed its commitment to The QDF Factor with a stunning presentation of the winners and finalists. Look out for our full story on the concept soon, together with an extensive overview of the Qatar Duty Free business in conversation with Vice President Thabet Musleh.

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