A taste of Canada – ARI celebrates maple season with ‘Cabane à Sucre’ activation at Montréal Duty Free

CANADA. Montréal Duty Free (ARI) has launched an exclusive ‘Cabane à Sucre’ activation at Montréal-Trudeau International Airport to celebrate Canada’s maple season.

The activation, designed to bring a ‘taste of the season’ to travellers and running from April to early May, centres around a bespoke cabane à sucre (sugar shack) installation – a visually striking wooden chalet inspired by a traditional Quebecois sugar cabin.

The pop-up invites passengers to discover a curated selection of maple products from cookies and candies to the leading maple whisky, Coureur des Bois Maple Whisky.

The cosy chalet also hosts live music from traditional Quebec folk musicians, adding an authentic cultural layer to the experience. Additionally, it offers exclusive gifts with purchase and special spin the wheel giveaways throughout the activation period.

The promotion forms part of ARI’s wider commitment to deliver ‘Joy on your way’ to passengers by creating memorable sense of place moments.

ARI North America Head of Marketing Katherine Sullivan commented: “Our focus is on continually elevating the customer experience, finding new ways to showcase our brands and encapsulate our sense of place offering while creating compelling reasons for passengers to shop in our stores.

“The maple tree is deeply entwined in Canadian identity, so what better way to give passengers a truly authentic taste of Canada than with this celebration of maple.

“We worked closely with our airport partners to bring this activation to life, demonstrating how close collaboration can really disrupt and enhance the passenger journey with unique and memorable experiences.”