Virtual Travel Retail Expo

An extraordinary industry competition ends on a legendary high

The QDF Factor, a major initiative to champion creativity and innovation in travel retail, culminated at the Virtual Travel Retail Expo with the naming of the outstanding Wines of Golf Legends by Peuch & Besse as overall winner.

At the conclusion of the first week of the Virtual Travel Retail Expo, Wines of Golf Legends by Peuch & Besse was named winner of The QDF Factor, an extraordinary industry competition to encourage innovation and differentiation among brand owners.

The company captured a six-month listing at Qatar Duty Free’s award-winning retail offer in Hamad International Airport, Doha, plus a free six-month US$50,000 multi-media advertising campaign with The Moodie Davitt Report.

The Wines of Golf Legends concept is a unique collaboration between some of the world’s most illustrious golfers and a line-up of outstanding winemakers, led by French wine specialist Peuch & Besse. In second place 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.

The Big Reveal (see video) took place at a ceremony led by Qatar Duty Free Vice President Operations Thabet Musleh and The Moodie Davitt Report Founder & Chairman Martin Moodie, and President Dermot Davitt.

In a popular announcement, Thabet Musleh said that all finalists will be offered a listing for 2022 at Hamad International Airport. On the decision-making process, Musleh said that the judging was even more difficult than in 2020.

“We were really impressed with the quality and innovation of all the concepts. The entries showed the increased focus in travel retail on CSR at the moment with many products being vegan, sustainably sourced or supporting charitable causes and the environment. We had a very tough time shortlisting our finalists and making the final decisions but these are worthy winners.

“Excitingly, they will all take their place at Qatar Duty Free in a huge year for us, for the Qatar Airways Group and for our country, with the FIFA World Cup taking place.”

On its winning entry, a thrilled Peuch & Besse CEO Sylvain Combe said: “Winning the QDF Factor is the pinnacle of creativity and innovation for the Peuch & Besse team, and a source of great pride for us. Our sincere thanks to Thabet, Martin, Dermot for supporting this extraordinary initiative…and congratulations to the other brands shortlisted. We were delighted to participate in the fantastic Virtual Expo week.”

The QDF Factor, a joint initiative between Qatar Duty Free and The Moodie Davitt Report, attracted a rich and diverse array of entries. Earlier in the Virtual Expo week, Thabet Musleh and Martin Moodie had announced the 12 exceptional brands and concepts that made the short-list, in advance of the grand final.

The QDF Factor was first hosted in 2020 at the Virtual Travel Retail Expo. It was open to all brands, both within and outside the travel retail channel.

Every QDF Factor entrant was profiled in a dedicated Moodie Davitt eZine before the final judging. Click on the cover image overleaf for access. The entrants were assessed on a series of qualitative criteria, including: Innovation: What does this product or concept offer that is unique, stands out from its competitors, and creates a talking point for retailer and consumer alike? What is its USP? CSR: What additional social credentials does your product offer? Presentation: What is compelling about the packaging? What makes it stand out on shelf? What consideration has been given to people and the planet? Commercial viability: Who is your product targeted at? What makes it a winner? What is your pricing policy and (going forward) marketing approach? Overall quality: Tell us about the R&D that went into your product, the quality of its ingredients/components.


The QDF Factor entrants were profiled in a special eZine before the awards were made. Click on the cover for access.

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The Moodie Davitt eZine Issue 302 | 22 October 2021

The Moodie Davitt eZine is published 15 times per year by The Moodie Davitt Report (Moodie International Ltd). © All material is copyright and cannot be reproduced without the permission of the Publisher. To find out more visit and to subscribe, please e-mail

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