The Moodie Davitt Report today proudly releases the world premiere of The TREX Factor, our breakthrough crossover B2B to B2C video series focused entirely on travel retail-exclusive (TREX) products.
In our worldwide premiere, resident ‘TREX Master’ Martin Moodie – the world’s leading duty-free shopping commentator and Founder of world-renowned The Moodie Davitt Report, introduces viewers to Johnnie Walker Blue Label Xordinaire.
Filmed by our acclaimed Shenzhen-based Moodie Davitt STUDIO division*, the 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 platform with tailored versions and shorts to follow on a forthcoming WeChat Video Channel, Xiaohongshu, Instagram and links through our dual WeChat B2B platforms.
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.
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 explore the wonderful world of TREX spirits – whiskies, Cognacs, gin, vodka 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.
“But it is crucial that consumers understand what a channel or travel retailer 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 will be championing through our series and awards.
“We thank China Duty Free Group and its amazing team at Duty Zero by cdf for believing in The TREX Factor concept and allowing us to shoot in their outstanding VIP Lounge at Hong Kong International Airport.” ✈
The launch follows hot on the heels of Moodie Davitt STUDIO’s premiere of Moodie Davitt CHECK-IN, a quarterly video series in association with William Grant & Sons, the first episode hosted by Hendrick’s – a most unusual premium gin.
*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.
Alexander will be filming at the forthcoming TFWA Asia Pacific show in Singapore. If you would like to talk to us about an on-location shoot, please contact Irene Revilla at Irene@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}
