Page 19 - TFWA World Exhibition and Conference 2025

INSIDER

The team at Montréal Duty Free brought maple-
producing-season to life for passengers at YUL
Montreal-Trudeau International Airport with the
Cabane à Sucre (Sugar Shack) activation.
Passengers could step inside the maple tree-
inspired cabin to sample some Canadian maple
products, from maple cookies and candies to the
leading maple whisky, Coureur des Bois Maple
Whisky.

“Thankfully, our business is not reliant anyone, define ARI. It’s this thinking that products as part of our offering. It’s little
on one particular passenger demographic. will keep us successful.” wonder – Canada is home to many unique
Instead, we focus on understanding several and superb quality products that appeal to
of our key passenger demographics across Local Canadian products both locals traveling and inbound tourists.”
each of our locations, and identifying the Throughout its stores in Canada, Maple whisky is ARINA’s top selling
best opportunities to meet these diverse ARINA mixes globally known brands with whisky – and this was the case pre-tariffs.
passenger needs.” local products, which helps develop a sense “We recently introduced a new
ARI recently developed a new in- of place, says Morgan. indigenous brand, Atikuss, whose range
depth and intuitive customer segmentation “Canada is quite a unique region. It’s of luxury handcrafted accessories have
model as part of a “Future Customer incredibly diverse and multicultural; it’s performed even better than expected.
Initiative” project, which allows it to hyper local and authentic, but in a global It opens us up to explore new ways to
understand key passenger demographics cosmopolitan setting. This is reflected in enhance our premium and luxury offering
per location. our operations – from product assortment across other categories,” says Morgan.
“Coupled with this, we have identified to our multicultural and multilingual “We are lucky to have some of the
a number of ‘opportunity spaces’ that teams,” he says. most amazing produce on our shores here
means we can best tailor our offering to “Canadians have always taken – for example, world-famous Maple. We
suit particular passenger needs now and great pride in their local produce and are sell everything from Maple syrup to Maple
into the future. This agility, an ability to somewhat ‘patriotic’ in terms of their cookies to our best-selling Maple whisky –
react quickly, and a willingness to learn buying habits, so we have always put an and this is all authentically Canadian.”
and understand our passengers better than important emphasis on local brands and At the same time, in response to the

At Montréal Duty Free, ARINA featured Atikuss Canada, the Indigenous-owned maker of premium and contemporary
accessories, handmade by First Nations craftswomen.

19 October 2025