Welcome to the inaugural TREX Awards.

The Moodie Davitt Report is delighted to reveal the results of the first-ever TREX Awards, a trailblazing celebration of the finest travel retail-exclusive (TREX) products and related innovations worldwide.

Spanning multiple categories, TREX recognises differentiation and excellence within travel retail, shining a spotlight on products, campaigns and collaborations that deliver unique, channel-specific value to travellers.

“Simple size variations or packaging tweaks don’t constitute a meaningful TREX in our view. In their assessments the judges were looking for products that truly enhanced the travel retail proposition through genuine differentiation and stand-out quality.”

The top performer in each category secures the prestigious Winner title, awarded to the entry that best embodies unrivalled excellence. Gold and Silver follow where merited, acknowledging fellow excellent initiatives that distinguish, resulting in a tiered celebration of the industry’s most outstanding channel-exclusive products and innovations.

Submissions were assessed by a diverse panel of experts, led by by veteran drinks and travel retail sector executive Tim Young, UK-based Founder & Managing Director of Young Spirit Consulting. Tim has enjoyed a stellar career across more than three decades in senior management roles with two of the world’s largest beverage alcohol companies, Seagram and Brown-Forman.

“Differentiation is key to creating real value in and consumer curiosity about travel retail. True TREXs do that, offering products of real value that by definition cannot be procured elsewhere.”

In 2021 he created Young Spirit Consulting, which helps premium spirits brands enter and/or scale their business in global travel retail and Africa. And in early 2022, Tim launched RoCo Brands, an independent owner and distributor of innovative drinks brands.

Tim was joined by The Moodie Davitt Report Founder & Chairman Martin Moodie, creator of the TREX Awards. Martin has spent almost four decades in the industry and is a perennial champion of the travel retail-exclusive (forever known going forward as TREX) concept.

The panel was completed by Hong Kong-based Canny Kwok, a highly regarded figure in the Asian beauty and travel retail worlds.

Canny has more than 30 years of business development and market growth experience across Asia, Mid Pacific, Hawaii and mainland USA, specialising in luxury travel retail across jewellery, watches, accessories, and perfume & cosmetics. She held senior roles for The Estée Lauder Companies and then Bulgari, culminating in her appointment as Bulgari Perfume Asia Pacific Travel Retail Managing Director in November 2020. 

In August 2024, Canny took on a new challenge as Director for Search and Consulting at Exquisitz Asia.

Martin Moodie said: “We were delighted with the quality of submissions in our inaugural TREX awards.

“Never has the need for truly differentiated products been more important for the health of the travel retail channel. Our industry faces intense and ever-increasing price competition from multiple channels, from ecommerce cross-border and other online platforms to low-cost local market retailers.

“Differentiation is key to creating real value in and consumer curiosity about travel retail. True TREXs do that, offering products of real value that by definition cannot be procured elsewhere.

“Simple size variations or packaging tweaks don’t constitute a meaningful TREX in our view. In their assessments the judges were looking for products that truly enhanced the travel retail proposition through genuine differentiation and stand-out quality.

“Our judges were strict in their assessments. For example if even a high-quality marketing campaign did not specifically involve a TREX SKU, it did not make the final cut. We wanted the TREX Awards to be all about recognising and championing products that were conceived and then delivered in an attempt to truly deliver value and reputational enhancement for the channel.”

The TREX results follow below by category. Silver and Gold (when awarded) are listed first, followed by the Winner.

The results culminate with the reveal of The Patogotitan Award – the highest-ranked TREX across all categories.

The second TREX Awards will be conducted later this year.

The TREX Awards – Full results

Gold: Lindt Napolitains Captain Cocoa & Captain Skyla – Lindt Global Travel Retail

Judges’ comments: Lindt Napolitains Captain Cocoa & Captain Skyla exemplifies innovative acumen in travel retail with its vibrant, travel-themed design and smart execution. Its dedication to targeting shopper motivations and delivering a standout experience offers a fresh, compelling narrative.

Highly Commended & Gold: Nestlé Sustainably Sourced Cocoa – Nestlé International Travel Retail

Judges’ comments: Nestlé Sustainably Sourced Cocoa earned praise for its sustainable, standout product, blending flawless execution with a clear green theme. It leverages the channel to showcase values as well as drive volume, capturing travellers’ increasingly eco-conscious sensibilities.

An innovative product combined with great presentation, content and promotional excellence, said one judge. The green theme, a case study in commitment, is unmistakable, and aligns perfectly with the product design.

Winner: Travel Collection – Mondelez World Travel Retail

Judges’ comments: The Travel Collection stands out for its clear TREX branding (‘Exclusively for travellers’) and exceptional distribution, reaching 250 airports with impressive in-store execution. This well-crafted initiative unites a stellar portfolio under a simple yet powerful umbrella brand, showcasing a multinational powerhouse’s savvy understanding of travel retail’s need to deliver value.

Packed with individually wrapped mini-treats of a blockbuster quartet, Toblerone, Cadbury, Milka and Oreo, this travel retail-exclusive offering presents a dual gifting or self-indulgence proposition designed to tap into the growing snacking culture trend.

A seriously good submission and an even better TREX, well thought-out and neatly executed.

{Click on the YouTube icon to view the video. Note: No sound}

The results, too, were stellar:

• The fastest-growing product in the ‘treat’ segment across Europe.
• The #1 innovation blockbuster in Mondelez WTR’s assortment for 2024.
• Record distribution building in 2024, reaching 80% of traveller flow.
• One of the top five best-selling products at Heathrow Airport in the first quarter.
• The Travel Collection was the #1 best seller in Copenhagen in May 2024.

Winner: Biosota limited-edition MGO 2100+ – Biosota Organics

Judges’ comments: A superbly presented offering that taps into both the gifting and wellness sectors. Great pricepoint and clearly selling well.

Featured first by Heinemann Oceania in Sydney, the same retailer is now rolling out the product in select other locations.  The TREX here is not the superb honey itself but the wooden-boxed MGO 2100+ variant, a presentation of startling quality and allure.

High-value, high-margin, and an increasingly high priorty for travellers. Honey as the new luxury. 

Silver: Prai Throat and Decolletage Crème – On the Mark Beauty

Judges’ comments: This product launch offers a travel-friendly 100ml size, which is timely, well-advertised and with compelling allure.

At last, a TREX for the over 50s! People with money who will spend. It is a good and targeted initiative but is essentially just a specific size variation for the channel so missed out on the major award.

Gold: Elizabeth Arden Ceramide Capsules Travel Tin – Revlon Elizabeth Arden

Judges’ comments: The tin of capsules impresses with its innovative design and affordability, making it a practical solution for enhancing travellers’ comfort. Its appealing and portable packaging has facilitated strong distribution, creating additional sales opportunities in-store.

As a true TREX product, the Trinity Travel Tin boasts a compelling inflight proposition with its compact size, competitive price point, and versatile 3-in-1 functionality. While more information on results would have been beneficial to the judges, it clearly meets all the criteria of what a good TREX is all about.

Gold: Bon Voyage Discovery Box – Jet2 Exclusive 2024 – On the Mark Beauty

Judges’ comments: The Bon Voyage Discover Box, an exclusive from Jet2, features an attractive travel-themed design and the innovative Golden Ticket promotion, which incentivises purchases and enhances its value. The combination of the Golden Ticket and staff incentives makes this a vibrant, value-for-money offering.

The product’s design is appealing and easy to carry in a purse; while the price and positioning allows for a additional sales in-store.

Winner: NARS Voyage – Shiseido Travel Retail Asia Pacific

Judges’ comments: NARS Travel Retail launched the annual TREX collection and campaign NARS Voyage in 2024 across all travel retail channels, including a NARS Voyage pop-up with China Duty Free Group (CDFG) in Haitang Bay, Hainan.

A true standout of the TREX Awards, NARS Voyage showcases visionary ambition and excellence, delivering a stellar 360-degree marketing campaign and an engaging, interactive app.

Its prominent design preserves brand identity while connecting boldly to the travel world, driving impressive results that distinguish it from local markets and cement its place as a top-tier TREX triumph.

The target audience was aspirational female consumers between 24 and 45 with a shared beauty and travel interest. The campaign focused primarily on Chinese travellers.

The channel-specific differentiation was clearly articulated and played out to vivid effect. In Hainan and Korea, TREX sets were tailored to consumer preferences in each market to further underline channel specificity.

All of this was supported by an exhilarating 360 campaign plan involving offline animations (including a makeup show, photo booth and makeup interactive screen at cdf Sanya International Duty Free Shopping Complex); a digital campaign involving paid media and top-tier KOLs; a travel retail WeChat mini program; and impressive retailer amplification through retailers’ ecommerce and social media platforms.

We also like how the true TREX spirit was reinforced through strong commercial support in the form of retailer exclusive sets and attractive GWP offers to incentivise consumers to trade up. And the commercial results were particularly impressive.

Silver: Licor Beirão in Portugal Duty Free – ARI

Judges’ comments: In 2024, Portugal Duty Free partnered with Licor Beirão to create exclusive, localised packaging featuring iconic Portuguese landmarks. Available at all Portugal Duty Free locations, this initiative celebrates Portuguese culture and enhances the sense of place for international passengers.

A packaging rather than product TREX but attractive and well-localised, certain to appeal to departing visitors.

Gold: The Little Red Dot Crafts – Lagardère Travel Retail Singapore

Judges’ comments: This product offers an excellent gifting opportunity for travellers. The wooden displays evoke authenticity and craftsmanship, while the attractive product design remains memorable without being overly flashy. It serves as a fine example of TREX destination merchandise underpinned by a well-articulated eco/sustainability story.

Gold: Opland Smoky Finish Aquavit Travel Retail Exclusive 41.5% 50cl – Anora Global Travel Retail

Judges’ comments: This is a fabulous TREX destination product, with ‘Traveller’s Exclusive’ prominently displayed on the bottle. The use of whisky casks for ageing the aquavit is a unique differentiator. An intriguing product concept, it represents a courageous and innovative collaboration between retailer (Travel Retail Norway) and brandowner (Anora), beautifully localised and premiumised.

The aquavit category is one of Norway’s main spirits categories, both domestically and in duty free. Travel Retail Norway and Anora have come up with a triumphant twist, a surefire winner with both Norwegian and international travellers.

Winner: GAA Ireland Jersey collection in Dublin & Cork Duty Free – ARI

Judges’ comments: This TREX represents a remarkably sustained success story, thoughtfully embracing Irish sporting heritage to resonate with Irish travellers and visitors. ARI forged an exclusive partnership with the Gaelic Athletic Association (GAA), Ireland’s largest and most revered sporting organisation, to create an exclusive GAA Ireland Jersey collection. 

Last year the range achieved approximately €230k in revenue at Dublin and Cork airports, with an expected continued increase in 2025. As a fine submission noted, airports serve as a window to the world and a gateway to Ireland. This clothing range not only promotes Irish culture but also strengthens the bond between Ireland and the global community.

Isn’t that precisely what a well thought-out destination merchandise TREX should do?

Winner: Tom Ford Travel Retail Exclusive Sunglasses Capsule – Marcolin Spa

Judges’ comments: This is a compelling proposition, featuring lovely presentation from a top brand. The exclusivity is effectively communicated through the elegant golden writing on the black box and dedicated in-store visuals stating ‘Tom Ford Travel Exclusive’.

Tom Ford Eyewear’s Travel Retail Exclusive capsule, unveiled in October 2024 at TFWA World Exhibition in Cannes, features two sophisticated sun styles: FT1199 for women and FT1198 for men. Both are true TREX propositions and, unsurprisingly, have experienced tremendous success.

Inside the stores, these exclusive pieces are highlighted by the presence of two dedicated ADV images, strategically placed to capture customer attention and enhance the sunglasses’ premium positioning.

All leading retailers across each region selected the duo and dedicated space to showcase them. Consumer reaction was so strong that the styles were sold out and required a further production run to cover demand.

Winner: Chypre Parfum du Temps in Cyprus Duty Free – ARI

Judges’ comments: Chypre Parfum du Temps embodies an inspiring ethos and mission, championing local artisans and Cypriot heritage with a clear, admirable strategy.

Crafted exclusively for Cyprus Duty Free, it unites three distinctive crafts – Cyprus Perfumery Theme Park and Open Air Museum, Giannoula Lazarou’s Botanical Workshop, and Efthymios Symeou Ceramics – reviving cultural traditions in a meaningful way.

The judges applauded the championing of Cypriot history and tradition in all its glory.

A combination of exceptional quality, respect for mother nature (including eco-packaging) and a real sense of Cypriot heritage make this a noble TREX winner.

Winner: Belle and Beau Multipiece Luxe Set – Kurate International

Judges’ comments: A noteworthy entry, initially launched solely in inflight retail. Success there led quickly to a wider travel retail roll-out where the set – designed to maximise gifting potential by functioning as a cohesive jewellery collection or being separated into multiple gifts – has continued to prove a winner.

Designed to be compact and practical for inflight sales, the set (priced at €49/US$55) offers excellent value and appeal for impulse purchases. A superbly thought-out launch and activation campaign, underpinned by sustainability-focused storytelling has made the set a true TREX success story.

Silver: The Travelling Circus – Duty Free Global/Compass Box Whisky

Judges’ comments: This product is distinguished by its enhanced peat and features excellent in-store execution that highlights the TREX status.

The appealing bottle name and label design emphasise the product’s travel retail exclusivity, adding a whimsical touch to the liquor offer. With its fun and vibrant branding, this entry quirkily exemplifies the unique differentiation that travel retail can and should offer.

Silver: Rémy Martin Club Exception Travel Retail Exclusive – Rémy Cointreau

Judges’ comments: The striking packaging features beautiful counter designs that echo the angular shape of the bottle, creating a distinctively eye-catching display. This captivating presentation enhances the overall appeal of the product.

We would have liked to know more though about the TREX principles behind the launch, the communication of them and the results.

Silver: Licor Beirão in Portugal Duty Free – ARI

Judges’ comments: See earlier comments from the Destination Merchandise category. The packaging is visually appealing and showcases a localised approach that is sure to resonate with departing visitors. 

Gold: Opland Smoky Finish Aquavit Travel Retail Exclusive 41.5% 50cl – Anora Global Travel Retail

Judges’ comments: (Also see TREX Destination Merchandise where this fine submission also won Gold}

As mentioned earlier, this is a fine, localised TREX destination product, with ‘Traveller’s Exclusive’ prominently displayed on the bottle. The use of whisky casks for ageing the aquavit is a unique differentiator.

An intriguing product concept, it represents a courageous and innovative collaboration between retailer (Travel Retail Norway) and brandowner (Anora), beautifully localised and premiumised.

The aquavit category is one of Norway’s main spirits categories, both domestically and in duty free. Travel Retail Norway and Anora have come up with a triumphant twist, a surefire winner with both Norwegian and international travellers.

Gold: Martell Noblige Noir – Pernod Ricard Global Travel Retail

Judges’ comments: This spirit is an excellent example of a travel retail exclusive, distinguished by its unique ageing process using charred wood, rather than just another packaging or sizing tweak of a local market product as we saw from many entries. The luxurious packaging features ‘Travel Exclusive’ prominently on the box.

This ticks all the boxes of what a TREX should be. The pricepoint has been well thought-out, the luxury packaging beautifully executed and the communication of the TREX proposition brilliantly delivered through a superb combo of labelling, PR and social media. And it is a permanent TREX. Top class.

Gold: Bruichladdich Travel Exclusive Range – Rémy Cointreau

Judges’ comments: These whiskies are authentic TREXs, characterised by extra sherry cask maturation and a 21-year age statement. Launched with Lotte Duty Free Changi Airport and now in other locations, the range with its 100% recycled paper wrap reflects an admirable commitment to sustainability.

The range features humorous visuals and an eye-catching, bespoke bottle wrap underscores a strong B-Corp commitment, proving sustainability can align with luxury. And channel exclusivity.

Gold: Redbreast Cuatro Barriles Edition in Dublin & Cork Duty Free – ARI

Judges’ comments: In March 2024, single pot still Irish whiskey Redbreast released the global travel retail-exclusive ‘Cuatro Barriles’ edition –the second permanent addition and fourth expression overall in its Iberian Series. This was launched exclusively for sale in Dublin and Cork Airport Duty Free.

The excellent in-store communications and the whisky’s local connection to Cork enhanced its appeal. The successful launch reflected a strong collaboration with ARI and a definitive retailer-specific TREX.

This initiative demonstrates a sustained commitment via a series to the TREX concept; the in-store communication of what a channel exclusive is; tutored tastings; and stellar results. Another standout in a very competitive category.

Gold: Loch Lomond Remarkable Stills Collection – Loch Lomond

Judges’ comments: The channel exclusivity is communicated nicely both on-pack and at point-of-sale. This beautiful collection tells a compelling story and is supported by strong promotional efforts. The exclusivity of four different aromas adds to its allure.

Overall, this solid entry demonstrates genuine TREX products and reflects a commendable commitment from a smaller house.

Winner: The Portfolio Series from The Dalmore – Whyte & Mackay

Judges’ comments: Wow factor at every level. The TREX Single Malts collection showcases exceptional vision, crafting a masterfully and luxurious, limited-edition range.

A stunning collaboration with Scottish artist Fraser Gray involving live on-airport art activations, great single malt Scotch whiskies and storytelling-rich packaging, combined to deliver not only very strong commercial results but outstanding brand equity enhancement.

Conceptually, this is majestic, wrote one judge. A true TREX and a high-value one at that, a collection beautifully curated to elevate the luxury whisky experience in travel retail.

Everything was on cue with this release. Everything from travel retail-specific marketing to careful customer targeting to customised, experiential duty-free store activations screamed travel retail commitment.

Consider other elements such as the airport retail CRM program integration and personal shopper engagement for premium travellers and you have a triumphant channel-specific success story that proved a winner commercially and in The TREX Awards.

Gold: Biosota Manuka Honey MGO 2100+ – Biosota Organics

Judges’ comments: Also see TREX Fine Foods, which Biosota Manuka Honey MGO 2100+ won.

Featured first by Heinemann Oceania in Sydney, the same retailer is now rolling out the product in select other locations.  The TREX here is not the superb honey itself but the wooden-boxed MGO 2100+ variant. High-value, high-margin, and an increasingly high priorty for travellers. As we said earlier, honey as the new luxury. 

Winner: Sway #traveledition Functional Gummies – Triple Nine Hygiene 

Judges’ comments: The #traveledition Functional Gummies are described as the first travel-specific nutritional supplements designed to support travellers’ wellbeing.

Recognising the challenges of modern travel – jet lag, dehydration, fatigue and immune stress – the company developed a range of sugar-free, plant-based gummies to provide essential support in a portable, convenient format.

This innovative entry, a hit with Gebr. Heinemann, smartly targets travellers with an easy pre-flight purchase. Its appealing packaging and clear communication hit the TREX mark.

Winner: Taylor’s Port City Edition in Portugal Duty Free – ARI

Judges’ comments: We learned a new word from this entry – ‘Portugalade’, the essence of Portugal. This is TREX with purpose and boasts an impressive sell-through rate.

Lots of boxes ticked here. A fantastic destination gift (more so for being a genuine TREX) that embodies a great product synonymous with a region and a country. That relationship has been beautifully expressed across the nation’s gateways by the brand and retail partners.

The beautiful packaging features an illustrated map of Oporto, adorned with Taylor’s personal recommendations for must-visit spots.

As one judge wrote, “The RRP of £30 (US$38) represents excellent value for money. A great gift. A great expression of region and country. And a unique TREX offering. What’s not to like?” Indeed.

Silver: A Celebration of Culinary Heritage at the Singapore Gourmet Marketplace – Lagardère Travel Retail Singapore

Judges’ comments: Singaporean food is beautifully showcased here at Changi Airport with a fantastic local promotion that highlights the unique flavours of the region.

It’s commendable to see Singapore Airport and Lagardère Travel Retail’s efforts to promote local culinary excellence, creating a strong sense of place (and taste) within the nation’s gateway.

Gold: Toblerone Win a Diamond Campaign – Mondelez World Travel Retail

Judges’ comments: This fine entry features a TREX differentiated by its pack size (380g travel-exclusive) with impressive displays across multiple locations.

The innovative product is backed by an impactful launch campaign, showcasing a comprehensive approach. The ‘Win a Diamond’ concept cleverly references the diamond-shaped Toblerone, with effective taglines such as ‘Diamonds that last… for a moment’ and ‘Diamonds are forever-ish’.

A wholehearted multi-dimensional campaign with impressive results.

Gold: Lindt Dubai Chocolade – Avolta

Judges’ comments: This entry features an intriguing viral social media approach, launching with just 50 bars exclusively at Zurich Airport. It achieved excellent social media results and effectively capitalises on the viral Dubai Chocolate trend, showcasing a strong collaboration between Avolta and Lindt.

While one would expect such a limited edition to be a sell-out, especially with the excellent social media promotion involved here, the real winners are the brand equity (Lindt’s), Avolta reputationally and the airport itself for hosting such a great piece of theatre.

Gold: Martell Noblige Noir – Pernod Ricard Global Travel Retail

Judges’ comments: An intriguing and captivating launch, showcasing a product that truly embodies what a TREX should be – no simple label tweaks or size adjustments here. Communication of the TREX proposition is effectively executed through a superb blend of labelling, public relations, and social media efforts.

Gold: Avolta x Multibranded Purple Carpet Collaboration for Club Avolta

Judges’ comments: This advent calendar-themed activity promotes sign-ups to Club Avolta with a compelling omnichannel experience, driving strong customer activation and successful enrolment through an eye-catching campaign and entertaining launch event.

Featuring a TREX-exclusive loyalty programme, it delivers strong results with a fun approach that combines gamification and traveller-specific offers, showcasing creativity and collaboration.

Gold: Luminous, Resilient Skin Trio – fresh

Judges’ comments: The world’s first ‘Sensorial Garden’ pop-up, held at DFS Macau Four Seasons and featuring a TREX product, exemplifies exceptional activation.

Brought to life by DFS Macau, it successfully recruited new customers and cultivated loyalty among existing ones, showcasing a strong commitment to environmental care. The campaign’s effective omnichannel marketing, in close retailer collaboration, highlights a delightful product experience that truly stands out.

Winner: Cadbury 200 Anniversary Campaign – Mondelez World Travel Retail

Judges’ comments: This is a very strong entry, with a product and promotional approach that truly sets it apart from high street offerings.

The ‘In-store for a limited time’ messaging is effective, and the related Spin to Win campaign has shown impressive engagement. A collaboration with Expedia enhances its reach, and the sustainability aspect adds value. The beautifully designed special-edition chocolate bar is another big plus.

{Click on the YouTube icons to view the anniversary videos. Note: No sound.}

An evocative and emotional campaign, allied to a hard to resist special-edition TREX offering, makes for a deserved category winner. Excellent in-store execution too.

Silver: Christmas Peranakan Collaboration with The Intan Museum – Lagardère Travel Retail Singapore

Judges’ comments: This excellent collaboration between a museum and a travel retailer tells a meaningful story, enriching customers’ understanding of local culture while supporting crafts and arts.

The shop, featuring items from the renowned Intan Museum, exemplifies ethical sourcing and community empowerment. It’s a wonderful example of a travel retailer championing local culture with authenticity.

Gold: Taylor’s Port City Edition in Portugal Duty Free – ARI

Judges’ comments: Also see TREX Wine, in which this outstanding launch snared first prize.

‘Portugalade’, the essence of Portugal captured (deliciously) in a bottle.

A wonderful first from the esteemed house of Taylor’s and rolled out with great conviction and flair across all ARI’s airport stores nationwide. 

Gold: Lindt Dubai Chocolade – Avolta

Judges’ comments: See TREX Marketing Campaign for full details, where this entry was nominated and won Gold.

But it deserves a place here too, for how often do duty-free retailers really surprise us in a frequently homogenised channel?

Well the world’s leading travel retailer and the great Swiss chocolate house certainly did so here with a quirky campaign and launch that created a fantastic buzz around just 50 chocolate bars all focused (exclusively at Zurich Airport) on a viral trend product.

As we noted in the TREX Marketing results, the real winners are the brand equity (Lindt’s), Avolta reputationally and the airport itself. The Trinity at its best.

Gold: Crème Ancienne Supreme Skincare Trilogy – fresh

Judges’ comments: This excellent campaign features captivating storytelling around the crème and Alba truffles, sure to engage customers. The TREX product has a strong travel link, supported by the trademark energy and excellence of DFS and featuring social stars and KOLs.

A beautiful line extension and an exellent collaboration.

Dual Winner: Royal Salute & Dubai Duty Free Pop-Up Boutique – Pernod Ricard Global Travel Retail

Judges’ comments: This beautifully designed pop-up boutique, resembling a permanent fixture, showcases a brand in the best light for the delight of Scotch whisky connoisseurs.

A fantastically thought-out, well-executed and successful collaboration between retailer and brand, including a Dubai Duty Free-only TREX, the Royal Salute 26 Year Old Amarone Cask.

Pernod Ricard Global Travel Retail’s regal boutique enjoyed a prime Terminal 3 departures location, in the company of luxury fashion and beauty houses, a first for a wines & spirits company at the Dubai gateway.

And here’s the clincher. Dubai Duty Free and Pernod Ricard Global Travel Retail celebrated an historic milestone after selling the whole collection of Royal Salute Platinum Jubilee Editions for a record-breaking US$140,000.

The sale is the highest single transaction recorded in Dubai Duty Free’s wines & spirits category. Not a bad way to raise your ATV.

Dual Winner: Redbreast Cuatro Barriles Edition & ARI – Pernod Ricard Global Travel Retail

Judges’ comments: In March 2024, the world’s most-awarded single pot still Irish whiskey, Redbreast, released the TREX Cuatro Barriles Edition – the second permanent addition and fourth expression overall in its Iberian Series. It was only available through ARI in an ongoing exclusive partnership at Dublin Airport Duty Free and Cork Airport Duty Free, priced at €108 [flying inside the EU] or €94 [outside the EU].

A definitive example of great industry collaboration involving a genuine and outstanding TREX (it earned a Masters medal at the 2024 Spirits Business Irish Whiskey Masters), made even more credible for being an all-Ireland partnership.

With the right product in the right place alongside a supportive retailer, this TREX Irish whiskey and ARI partnership has been exceptionally well planned and executed. The results (seen by the judges but confidential) were sensational.

It was also outstandgingly communicated. Pernod Ricard GTR and ARI ran a highly impactful in-airport OOH campaign as part of this launch, coinciding with the key Easter period to help drive awareness and footfall to the store.

The launch was further amplified with high profile activation activity in Dublin and Cork Airport Duty Free stores during May, and later in December with a pre-Christmas digital campaign focused on Redbreast and seasonal gifting. So special was this release, ARI limited sales to one bottle per customer. Now that is what you call an authentic TREX, enough to ensure plenty of Irish eyes are smiling.

Winner: ECO in Portugal Duty Free – ARI

Judges’ comments: Portugal Duty Free reinforced its commitment to the planet by creating an area dedicated to eco-friendly products, featuring its own TREX line of gifts, curated strictly according to sustainability criteria.

The ECO Area is a transformative concept that promotes the valorisation of more sustainable products. Here passengers can find 100% national products, made from recycled and recyclable materials, organic and with no added sugar.

There’s so much else to like too, notably the design which features a cohesive natural cork theme that serves as a gift with a difference. 

And it’s not just about sales. With an eye on the global impact it can have, Portugal Duty Free is also supporting a social responsibility project by the Join the Pipe organisation through the sale of a reusable water bottle, a nod to reducing plastic waste and guaranteeing global access to drinking water. The proceeds fund drinking water and sanitation projects in developing countries.

The exterior of the bottle features some of Lisbon’s most emblematic monuments, capping off a TREX with a difference. And with heart.

Gold: Belle and Beau Multipiece Luxe Set – Kurate International

Judges’ comments: See TREX Jewellery & Watches which this entry won for details.

Initially an inflight retail proposition only, the set has since enjoyed complementary success across the wider travel retail channel.

We love the versatility of the product, designed to maximise gifting potential by functioning as a cohesive jewellery collection or being separated into multiple gifts.

At €49/US$55, there is great value for money here and real impulse purchase motivation. As mentioned in TREX Jewellery & Watches, this entry featured a superbly thought-out launch and activation campaign, underpinned by sustainability-focused storytelling, helping make the set a true TREX success story.

Winner: Bon Voyage Discovery Box – Jet2 Exclusive 2024 – On the Mark Beauty

Judges’ comments: An excellently conceived and executed TREX boxset with targeted distribution at an unbeatable price, sold exclusively on jet2.com.

On the Mark Beauty creates bespoke beauty boxes exclusively for airlines and this must rank as one of its best examples to date. The company has sold over 100,000 Beauty Boxes since launching in 2020 and was clearly onto another winner with this May 2024 launch, which contains six skincare items from renowned beauty brands, including Tan Luxe, Perricone MD &  Carmex.

Lovely, fun packaging (an exclusive hand-drawn Mediterranean Riviera design) captures the holiday spirit brilliantly.

The target is broad – women aged 18 to 55 who want to trial new products, or as a gifting purchase.

The results suggest that target is being hit triumphantly. Between May and December 2024 over 16,000 units were sold, generating sales of more than £613,000 (US$815,000), making it the third-best-performing beauty product on Jet2.com by revenue. The sales were so strong that an additional production run of boxes was required to keep the listing until the end of April 2025 (when the replacement box launched).

Winner: Avolta – Avolta x Pernod Jameson ‘Arrive Like a Local’

Judges’ comments: Several of the entries in the TREX Marketing Campaign and Best TREX Collaboration between a Brand and Retailer (and/or Airport) awardS did not make our final cut because they were not focused on a TREX product.

And while that was the case with ‘Arrive Like a Local’, an innovative collaboration between Avolta and Pernod Ricard Global Travel Retail for Jameson Irish whiskey, the judges felt the reinforcement of travel retail’s credentials through a strong (and rare) connection with the local market spoke powerfully to the whole TREX Awards ethos.

{Click on the YouTube icon to view the video. Note: No sound}

The partnership generated tremendous results in terms of sales and visibility (9 million digital impressions) and represents  a case study in how to maximise the travel retail shop window.

The ‘Arrive Like a Local’ campaign, targeted at Gen Z consumers travelling through London Heathrow and London Gatwick airports, sought to underline the uniqueness of the travel journey by connecting travel retail and domestic markets through an array of digital strategies.

Each traveller who purchased a bottle of Jameson received a branded QR Code unlocking exclusive access to two complimentary drinks at popular downtown F&B locations. The campaign drove a huge spike in ‘Reserve & Collect’ sales and a strong double-digit year-on-year increase in Jameson sales.

The judges said, “This was a highly effective campaign that placed airport shopping as an intrinsic part of the travel experience.”

Winner: The Portfolio Series from The Dalmore – Whyte & Mackay

Judges’ comments: This is our ultimate award for the best of the best among many outstanding TREX products (see also TREX Spirits, also won by The Portfolio Series from The Dalmore).

There were many superb candidates, all listed above in the various TREX categories. But our winner in the TREX Spirits category simply demanded this overall recognition for the courage, conviction, commitment and sheer class that went into this outstanding example of how channel exclusives can make a real difference to travel retail.

The Dalmore Portfolio Series TREX collection ticks so many boxes. Quality (superb) of product and of packaging; richness of storytelling; pizzazz of activation; power of brand-retailer partnership; the consumer not only engaged but surprised and delighted.

This to us is what travel retail exclusives should be all about. Not a minor size or packaging variation to obscure invidious local market price comparisons but a product of quality, of difference, and of channel rarity. All brought to life in a manner that lends lustre to the channel.

This collection pairs three travel retail-only single malt expressions with commissioned artwork by Scottish artist Fraser Gray. It consists of three progressively exclusive releases, available of course only through travel retail.

• Portfolio Series No.1 (5,000 bottles, £500/US$635) – TREX finished in Bordeaux wine casks
• Portfolio Series No.2 (2,000 bottles, £750/US$950) – TREX finished in Châteauneufdu-Pape casks
• Portfolio Series No.3 (1,000 bottles, £1,000/$1,250) – TREX finished in Premier Grand Cru casks

The commercial results were outstanding at London Heathrow Airport with Avolta and at Dubai International Airport with Dubai Duty Free, helping to drive ATV in a key category.

We echo the words of Heathrow Retail Director Fraser Brown, who said: “As the UK’s international gateway, Heathrow has a unique platform on which to introduce an international audience to the best of British craftsmanship. We are proud to host the global debut of The Portfolio Series, a limited-edition range which brings together the exciting work of emerging young artists and The Dalmore’s expert Scotch Whisky makers.”

Importantly, this debut TREX collection establishes the framework for future annual releases, each planned to spotlight different contemporary artists while maintaining The Dalmore’s premium positioning in global travel retail.

As the (wonderful) submission contended, its success in creating engaging airport retail experiences while maintaining luxury positioning makes it a notable example of travel retail excellence and channel-specific innovation. A true TREX Patagotitan.

The TREX Awards Rollcall

TREX Confectionery Award

• Winner: Travel Collection – Mondelez World Travel Retail
• Gold: Nestlé Sustainably Sourced Cocoa – Nestlé International Travel Retail
• Gold: Lindt Napolitains Captain Cocoa & Captain Skyla – Lindt Global Travel Retail

TREX Fine Food Award

• Winner: Biosota limited-edition MGO 2100+ – Biosota Organics

TREX Cosmetics & Beauty Award

• Winner: NARS Voyage – Shiseido Travel Retail Asia Pacific
• Gold: Elizabeth Arden Ceramide Capsules Travel Tin – Revlon Elizabeth Arden
• Gold: Bon Voyage Discovery Box – Jet2 Exclusive 2024 – On the Mark Beauty
• Silver: Prai Throat and Decolletage Crème – On the Mark Beauty

TREX Destination Merchandise Award

• Winner: GAA Ireland Jersey collection in Dublin & Cork Duty Free – ARI
• Gold: The Little Red Dot Crafts – Lagardère Travel Retail Singapore
• Gold: Opland Smoky Finish Aquavit Travel Retail Exclusive 41.5% 50cl – Anora Global Travel Retail
• Silver: Licor Beirão in Portugal Duty Free – ARI

TREX Fashion and Accessories Award

• Winner: Tom Ford Travel Retail Exclusive Sunglasses Capsule – Marcolin

TREX Fragrances Award

• Winner: Chypre Parfum du Temps in Cyprus Duty Free – ARI

TREX Jewellery and Watches Award

• Winner: Belle and Beau Multipiece Luxe Set – Kurate International

TREX Spirits Award

• Winner: The Dalmore Portfolio Series – Whyte & Mackay
• Gold: Martell Noblige Noir – Pernod Ricard Global Travel Retail
• Gold: Bruichladdich Travel Exclusive Range – Rémy Cointreau
• Gold: Redbreast Cuatro Barriles Edition in Dublin & Cork Duty Free – ARI
• Gold: Loch Lomond Remarkable Stills Collection – Loch Lomond
• Gold: Opland Smoky Finish Aquavit Travel Retail Exclusive 41.5% 50cl – Anora Global Travel Retail
• Silver: The Travelling Circus – Duty Free Global/Compass Box Whisky
• Silver: Rémy Martin Club Exception Travel Retail Exclusive
• Silver: Licor Beirão in Portugal Duty Free

TREX Wellbeing Award

• Winner: Sway #traveledition Functional Gummies – Triple Nine Hygiene 
• Gold: Biosota Manuka Honey MGO 2100+ – Biosota Organics

TREX Wine Award

• Winner: Taylor’s Port City Edition in Portugal Duty Free (ARI)

TREX Marketing Campaign Award

• Winner: Cadbury 200 Anniversary Campaign – Mondelez World Travel Retail
• Gold: Toblerone Win a Diamond Campaign – Mondelez World Travel Retail
• Gold: Lindt Dubai Chocolade
• Gold: Martell Noblige Noir – Pernod Ricard Global Travel Retail
• Gold: Avolta x Multibranded Purple Carpet Collaboration for Club Avolta
• Gold: fresh – Luminous, Resilient Skin Trio
• Silver: Lagardère Travel Retail Singapore – A Celebration of Culinary Heritage at the Singapore Gourmet Marketplace

TREX Collaboration between a Brand and Retailer/Airport Award

• Winner: Royal Salute & Dubai Duty Free Pop-Up Boutique – ARI & Pernod Ricard Global Travel Retail
• Winner: Redbreast Cuatro Barriles Edition and Dublin & Cork Duty Free – ARI & Pernod Ricard Global Travel Retail
• Gold: Taylor’s Port City Edition in Portugal Duty Free – ARI
• Gold: Lindt Dubai Chocolade – Avolta
• Gold: fresh – Crème Ancienne Supreme Skincare Trilogy
• Silver: Christmas Peranakan Collaboration with The Intan Museum – Lagardère Travel Retail Singapore

ESG-focused TREX Initiative Award

• Winner: ECO in Portugal Duty Free – ARI

Inflight TREX Award

• Winner: Bon Voyage Discovery Box – Jet2 Exclusive 2024 – On the Mark Beauty
• Gold: Belle and Beau Multipiece Luxe Set – Kurate International

Judges’ Special Recognition Award

• Winner: Avolta x Pernod Ricard Global Travel Retail – ‘Arrive Like a Local’

The ‘Patagotitan’ Award

• Winner: The Dalmore Portfolio Series – Whyte & Mackay