Serving Aruba since 1923

Aruba Trading Company

Our Story

Where Heritage Meets Vision
The story of Aruba Trading Company spans over a century and six generations, beginning in 1923. Our deep-rooted commitment to the island has guided us from the very start—and continues to inspire everything we do today.

It all began with Elias Moses Curiel, a merchant sailor whose strong values laid the foundation for generations to come. His son, Morris E. Curiel, built the family’s first business, “La Casa Amarilla,” in 1887—a name and color that remain part of our identity to this day.

Weststreet Liquor Company
In 1986, after decades of experience in the liquor trade, Aruba Trading Company opened its own liquor plant in the heart of downtown Oranjestad. This facility, now known as WestStreet Liquor Company since 2010, continues to produce locally crafted spirits that reflect our heritage and dedication to quality.

Building Brands, Delivering Value
Today, Aruba Trading Company serves over 600 clients across Aruba—including supermarkets, restaurants, hotels, and private customers. Backed by nearly a century of experience, we continue to earn trust through our commitment to quality, service, and long-term relationships.

Our experienced team, supported by in-house marketing, logistics, and data-driven insights, delivers full-service support to both clients and suppliers. With innovation, integrity, and a personal touch, we help build strong brands and lasting value across the island.

  • Our Values
  • Pursuing Excellence
    We aim to lead through innovation, growth, and operational strength.
  • Smart Diversification
    We continuously adapt our product portfolio to meet evolving market demands.
  • Partnership-Driven Service
    We collaborate closely with customers to deliver solutions that add real value.
  • Growth with Purpose
    We grow our brands and market share to benefit all stakeholders.
  • Integrity and Governance
    We act transparently and responsibly, guided by global standards.
  • Social and Environmental Impact
    We support community well-being and sustainability through meaningful initiatives.
  • Our Strengths
  • 100+ Years of Experience
    Our long-standing presence reflects deep industry knowledge and trust.
  • Skilled & Dynamic Teams
    Our people combine experience and energy to drive performance.
  • Operational Excellence
    We run efficient, high-performing processes across our entire value chain.
  • Insight-Driven Approach
    We use data to make smarter decisions and seize opportunities.
  • Brand-Building Expertise
    We grow brands through creative marketing and customer engagement.
  • Customer-Centric Mindset
    We deliver seamless service and build strong client relationships.
  • Agile and Flexible
    We adapt quickly to challenges and customize solutions with ease.
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A Century of Dedication to Aruba

Wholesale

We’ve been connecting Aruba to quality brands through a structured, portfolio-based wholesale model. Each portfolio—ranging from champagnes and wines to local bottling—is managed by a dedicated expert who understands the unique dynamics of their market. Backed by integrated commercial, marketing, and logistics teams, we ensure every brand is positioned for success across the island.

Management

ATC operates as a proud family-owned business led by CEO Rossini Goeloe and guided by the legacy of our founder’s great-grandson, Marc Henriquez. Our leadership is collaborative and future-focused, driven by a dynamic management team that blends experience with innovation.

Infrastructure

Our strength lies in our people—dedicated, results-driven teams working within a seamless operational framework. From our 50,000 sq. ft. temperature-controlled warehouse to our ERP-managed inventory and modern fleet, we deliver speed, accuracy, and reliability in every order. Each division operates autonomously yet cohesively, ensuring agility and high performance from port to shelf.

Our Partners

Over the decades, we’ve built enduring relationships with some of the world’s most iconic brands. Our legacy includes past partnerships with names like Sony, Honda, Canon, and General Mills, alongside leaders in beverages, cosmetics, and more.

We value long-term collaboration and continue to represent brands that share our commitment to excellence. Today our global partners, amongst others, include:

  • Möet & Chandon
  • Veuve Clicquot
  • Dom Pérignon
  • Krug
  • Ruinart
  • Hennessy
  • Belvedere
  • Glenmorangie
  • Budweiser
  • Bud Light
  • Corona
  • Presidente
  • Stella Artois
  • Dos Maderas
  • Tequila Rose
  • Jim Beam
  • Campari
  • Aperol
  • Barton & Guestier
  • Cavit
  • Cloudy Bay
  • Cupcake
  • Ménage à Trois
  • Santa Rita
  • Viña Maipo
  • Vitamalt
  • Powermalt
  • Alma Care
  • Camel
  • Weststreet Liquor Company

Let's shape the future together. Come aboard and be part of our story.

Weststreet Liquor Company

In 1886 the young E. Curiel started what would later turn out to be an important regional company under his name. From 1923 Aruba Trading Company is serving the community of Aruba, initially as a branch of Morris E. Curiel & Sons.

In 1986, following a lot of years of experience in the liquor business, Aruba Trading Company launched its own Liquor plant in Aruba located at Weststraat with brands such as Scotty’s Whisky and Ron Tropical, concentrating mainly on the institutional market of Hotel and Casino.

In 2010 this plant was incorporated under the name Weststreet Liquor Company. Its production in Aruba includes the brands Ron Tropical, Fookiu and Fookimi Vodka, Ruzo Vodka and the Weststreet Liqueurs. In total more than 50 different locally produced Spirits and Liqueurs. The Bottling plant was renovated and upgraded in 2018/19 with new state of the art machinery and equipment. More than 200 raw- and packaging materials are used in the blending process of the products.

Nowadays Aruba Trading Company is still a family business in the 6th generation.