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Serving Aruba since 1923

Aruba Trading

Our Story

The story of Aruba Trading Company is not a short one. In fact, it spans almost 100 years and six generations, dating all the way back to 1923. Our commitment to the beautiful island of Aruba began long ago, in other words, and it’s a passion that we still hold dear today.

Eliau Moses Curiel, a merchant sailor prominent in the late 19th century, made the family’s first step into the wholesaler industry. His son, Morris E. Curiel, followed in his father’s footsteps, building the family’s first business “La Casa Amarilla” in 1887. This would be just the first of many businesses in Aruba (and beyond) to follow.

Our Values

At Aruba Trading Company, we think our values are both simple and incredibly important:

  • Respect for the island and our customers alike.
  • Total devotion to Aruba and our clients.
  • Maintaining and exceeding the highest ethical standards in the industry.
  • Ensuring operational excellence.

As a wholesaler, we work hard to provide premium brands and products to our customers while maintaining a high level of trust with each other. We embrace innovation, see challenges as opportunities, and are incredibly proud of the work we do.

We are passionate about our work, our customers, and our team. We cherish the relationships we have with our suppliers and the brands they send our way and we hold ourselves to the highest standards of professionalism and integrity.

We strive to be the best, in every aspect, and leave our clients and team members happy they’ve worked with us.

At a Glance

  • Serving Aruba since 1923, officially incorporated in 1933
  • ATC is the oldest ongoing business on Aruba.
  • Originally part of the regional Curiel Group; Aruba
  • Trading Company was initially the Aruba branch of Morris E. Curiel & Sons.

Our Business Activities

  • Wines and Spirits
  • Fine perfumes and Cosmetics
  • Apparel
  • Hardware
  • Car dealership
    Wholesale of consumer goods

Our Divisions

  • Retail
  • Wholesale
  • Food service
  • Local production
  • Real Estate development
  • Our Mission

  • To rank among Aruba’s premier conglomerate private enterprises;
  • To continue to diversify and grow our product portfolio;
  • To serve our principals and clients well adding value to their business; and
  • To continually increase the market share of each one of our brands to the benefit of all stake-holders.
  • Our Strengths

  • More than 90 years of business experience
  • Experienced Management Team
  • Young & Dynamic Sales and Operations Team
  • Extensive Sales & Marketing knowledge & experience
  • Brand Builders par excellence
  • Strong on-island network
  • Flexible market approach
  • Focused on customer service and customer relations
  • Our Future

  • True, these are challenging economic times and adjustments to new global realities are inevitable, but the future of our company has never looked better;
  • Our portfolio remains as strong as ever and is rapidly expanding in targeted fashion
  • Our team is rejuvenated and eager to be the best they can be
  • Our infrastructure is undergoing continued improvements
  • Our balance sheet is stronger than ever before
  • Our guiding principles are deeply rooted
  • Providing world class service to our business partners and clients is our main strength

Serving more than 700 customers on the island

Wholesale

We've been merchants since 1923. They key to our longevity has always been absolute dedication to all of our brands and business activities; no one part of our operations supersedes another. We manage the complexities of our organization by dividing our company into a series of unique divisions, each with dedicated staff. We maintain strong sales and marketing by ensuring each of these divisions don't have to share account managers and marketing teams.

As wholesalers, we have the largest market penetration in Aruba, with over 700 customers in both on and off-trade. We have a presence in fast-food and retail outlets on every part of the island and can provide partners with sales and marketing that is truly unrivaled.

Our wholesale division holds the following portfolios:

  • Beer
  • Spirits
  • Wines & Champagnes
  • Food & Non-Alcoholic Beverages
  • Personal Care

Every portfolio is managed by an independent and dedicated portfolio manager. Because each portfolio represents a different market, all of our portfolio managers have unique skills and experience to reach their performance targets. While we acknowledge the strengths and benefits of economies of scale we've found our approach to portfolio specialization naturally leads to efficient structuring that fully addresses the needs of our represented brands.


Management

Our company is managed as a virtual public company with family members in the Supervisory Board of Directors, Chaired by our founder’s great grandson and shareholder Raoul Cohen Henriquez.

Day-to-day management rests in the hands of a dynamic and qualified team

Food Services

Burger King Aruba

As part of our ongoing quest to represent some of the most widely-known and respected brands in the world, it is with great pride that we have become Aruba's Burger King franchisee. At present we own and operate three Burger King restaurants across the island. They are located in Orangestad, Paradera, and San Nicolas so that we may serve a larger area of customers. Each of our locations is designed with customer convenience in mind and provides a relaxed dining atmosphere for all to enjoy.

Each restaurant allows for comfortable and spacious indoor dining as well as typical drive-thru services. Our management is dedicated to training excellent crew to ensure that the products served out of our Burger King restaurants will meet our high standards of excellence. We also strive to maintain the accessibility and cleanliness of all our facilities. If you'd like to learn more information about our Burger King restaurants or our other wholesale services, please visit our website or contact us via our social media platforms.

Infrastructure

A company can arm itself with the most cutting-edge technology and offer incredible and popular services, but without a well-trained team none of it can operate. That's why we consider the people on our infrastructure team to be our most important resource. Our young, goal-oriented team are friendly, reliable, and driven to find solutions to make our operation more efficient.

In addition to our incredible team, we provide our partners with Aruba's premier infrastructure services, including:

  • 50,000 sq. ft. warehouse. This tremendous space features temperature-controlled storage to accommodate a wide variety of products.
  • Organization and management through sensible division. All our company's divisions have their own resources to ensure they can operate at top efficiency.
  • A modern, well branded fleet. 
  • A proactive distribution team that works together to make deliveries as fast as possible and safely as possible.
  • An automated inventory management system that works around the clock to show an accurate reflection of remaining stock.
  • The backing of the Aruba Trading Company's high standards and demonstrable excellence.

Our comprehensive infrastructure is part of what makes us the top wholesaler in Aruba. Read more about us on our website or reach out to us on our social media channels for more information.


Our Partners

In our nearly one-hundred years of history, we've watched many brands become global names only to fade away. Some have made a return and reclaimed their prominent positions, while others have simply become distant memories.

As wholesalers, Aruba Trading Company has had the pleasure of partnering with some of the most famous brands in the world to serve of our beautiful island. Past partners have included premium brands like Arrow Shirts, Bally, Canon, Florsheim, General Mills, General Motors, Gillette, Honda Motors, IBM, Izusu Motors, Kodak, Lipton, Parker Pens, Sherwin & Wlliams, Smith Corona, Sony, Triumph, as well as numerous companies working in the spirits, cosmetics, and tobacco industries.

Today our global partners include:

  • Krug
  • Vina Maipo
  • Hennessy
  • Presidente
  • BIC
  • Burger King
  • Camel
  • Dom Perignon

 

  • Jim Beam
  • NO-AD
  • Snapple
  • Trivento
  • Go Fast
  • Grand Marnier
  • Moet & Chandon
  • Sutter Home

 

  • Appleton Estate
  • Cavit
  • Fiji Water
  • Skyy Vodka
  • Veue Cliequote Ponsardin
  • Brogans
  • Cutex
  • HPNOTIQ

 

  • Ruinart
  • Woodbridge
  • B&G
  • Belvedere Vodka
  • Campari
  • Chandon
  • Robert Mondavi

We’re excited to bring a wide variety of wholesale options to the beautiful island of Aruba!

  • Corona

Weststreet Liquor Company

The year was 1886 when a young man named Morris E. Curiel made the decision to found the company Morris E. Curiel and Sons. It was an important undertaking, but he had no way of knowing that it would grow into an important business to the region of Aruba. The Aruba Trading Company was born in 1923, initially as a simple branch of Morris E. Curiel & Sons before growing into its own separate entity.

After many years of success working within the liquor industry, Aruba Trading Company opened its own liquor plant and facilities in the Weststraat region in 1986. In the time since they've launched a series of successful, high-quality brands, such as Scotty's Whiskey and Ron Tropical. More recently they've strategically targeted hotel and casino markets with options like WestStreet Liqueurs as well as their Easy Mixes, all to great success.

2010 saw another milestone in Aruba Trading Company's history when the liquor plant was first incorporated using the Weststreet Liquor Company moniker, and with that incorporation ATC will continue to build its legacy as Aruba's leading wholesaler and continue serving the island and its people.