The Moodie Davitt Report today proudly releases Episode 3 of The TREX Factor, a video series from Moodie Davitt STUDIO* that profiles outstanding products only found in duty-free shops – travel retail-exclusive products or TREX, for short.
This pioneering B2B and B2C crossover series is being shown in multi-lingual form (led by but not limited to Chinese and English) on the Moodie Davitt STUDIO YouTube channel and our dual WeChat platforms (readers with WeChat can view Episode 1 here; subsequent episodes are being shown in coming days).
In certain cases, for example with Highland Park Single Cask 20 Years Old Cask No. 4916 Single Malt Scotch Whisky, a highly limited Duty Zero by cdf global exclusive, individual episodes will also be shoppable through a QR code or link.
Capturing the spirit of China
In our third episode, TREX Master Martin Moodie – the world’s leading duty-free and travel retail commentator and Founder & Chairman of the sector’s premier publication, The Moodie Davitt Report – introduces viewers to 叠川 The Chuan Pure Malt Whisky.
The Chuan celebrates the vision of French drinks powerhouse Pernod Ricard to create a prestige malt whisky made in China.
By its name and nature, 叠川 The Chuan embodies the rich and layered terroir of Emei Mountain, a UNESCO World Heritage site, and the quality of local craftsmanship. The area’s year-round precipitation, coupled with summer heat, creates an exceptional environment for whisky-making that increases the intensity of flavours with more evaporation (the so-called Angel’s Share).
Chinese ingredients have been fused into high-standard whisky making, notably the use of both European and Chinese barley and the mastery of three types of oak from three continents that defines The Chuan’s complexity. Bourbon casks from America deliver an elegant vanilla and fruity aroma, complemented by pronounced sweet notes from Spanish sherry casks, creating a rich, full-bodied and very approachable whisky.
The proprietary 单岭 Chinese single oak casks imbue The Chuan whisky with a long finish of sandalwood and mandarin peel on the palate. The timber is logged from northeast China’s famed and protected Changbai Mountain range in extremely limited quantities and crafted into casks.
It’s a story of terroir, heritage, craftmanship and passion. All captured in a bottle. And only available in travel retail.
Brands or retailers wishing to participate in The TREX Factor should contact Martin at Martin@MoodieDavittReport.com
PREVIOUSLY ON THE TREX FACTOR
EPISODE 2
This episode introduces you to two single malt whiskies from The Macallan, one of the world’s most illustrious Scotch whisky houses.
Two very interesting variants with two very different stories behind them.
We kick off with The Macallan 18 Years Old from a TREX range called The Colour Collection, where it’s all about how colour and taste are affected by 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.
Episode 1
In our worldwide premiere, resident TREX Master Martin Moodie introduces viewers to Johnnie Walker Blue Label Xordinaire.
The original Johnnie Walker Blue Label is an exceptional ultra-premium liquid but Johnnie Walker Blue Label Xordinaire is an equally delectable variation on the theme.
For a start, it’s aged in former French XO Cognac casks, designed to add an element of smoothness and sweetness. Johnnie Walker Blue Label Xordinaire brings these elements together for an extraordinary finish. And, most importantly, it is a definitive TREX, available only in duty-free and travel retail stores.
{Click on the YouTube Icon to view TREX Travels to the Duty-Free World, the introductory video to The TREX Factor}
Going forward, The TREX Factor will continue to explore the wonderful world of TREX spirits – Baijiu, Cognac, gin, tequila, vodka, whiskies, and more – wonderful world-class drinks that a consumer won’t find unless they are armed with a passport and air ticket and entering the exciting world of duty-free shopping.
We will also explore other categories, including wine, cosmetics & fragrances and confectionery, in the future.
Series creator, The Moodie Davitt Report Founder & Chairman Martin Moodie said: “This is one of our most exciting initiatives to date. It not only represents a championing of a sector we consider crucial to the future growth of the travel retail channel but also marks our first fully-fledged plunge into B2C publishing.
“We have long argued that differentiation is key to creating real value in and consumer curiosity about travel retail 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 – offering products of real value that by definition cannot be procured elsewhere.” ✈
The launch follows hot on the heels of Moodie Davitt STUDIO’s launch of Moodie Davitt CHECK-IN, a quarterly video series in association with William Grant & Sons, the first two episodes hosted by Hendrick’s – a most unusual premium gin.
EPISODE 1
{In our world premiere, The Moodie Davitt Report Chairman Martin Moodie takes viewers to South Korea and China, the two great North Asia travel retail heartlands,and explores seminal changes in market dynamics}
EPISODE 2
{In episode 2, Martin Moodie discusses the recent reopening of Hong Kong International Airport Terminal 2 and how #KickCancerThon grew from a campaign into a movement}
*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.
If you would like to talk to us about an on-location shoot, please contact Martin Moodie at Martin@MoodieDavittReport.com
{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}
