Sense of Place

The spirit of China

In association with

As part of our enhanced follow-up coverage of the Virtual Travel Retail Expo, we bring you a special masterclass from Camus about baijiu, the spirit of China.

As exhibitors and visitors to the Virtual Travel Retail Expo continue to use the bonus one-month post-show ‘encore’ period, we feature highlights throughout this edition from the key Knowledge Hub and Engagement Lounge sessions, featuring many launches, tastings, masterclasses and workshops.

One virtual session that exuded Sense of Place, with both style and substance, was an introduction to the world’s best-selling spirit, baijiu, courtesy of Platinum-Plus Partner Camus.

In the video on this page, Jim Boyce, the founder of World Baijiu Day, outlines the history of baijiu, its fermentation process and a guide to how best to enjoy the spirit.

Camus Director – Chinese Spirits Judal Zhao details the art of toasting, and explains the fascinating culture behind baijiu drinking at Chinese banquets.

She introduces viewers to the Spirit of China collection, a four-bottle range exclusive to travel retail, featuring three items from Moutai and one from Shede.

Click on the video to access the full session.


Click here to view a special Moutai Spotlight eZine from February 2020, in partnership with Camus

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The Moodie Davitt eZine Issue 285 | 4 November 2020

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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