Montreal
A sweet sense of place experience with Cabane à Sucre at Montreal Duty Free
30 Apr 2025
As Canadian maple producing season got underway, the team at Montreal Duty Free brought a taste of the season to life with an exclusive maple activation for passengers at YUL Montreal-Trudeau International Airport, running from April through to early May.
The Cabane à Sucre (Sugar Shack) activation features a stunning wooden maple tree-inspired cabin where passengers can sample some iconic Canadian maple products, from maple cookies and candies to the leading maple whisky, Coureur des Bois Maple Whisky. The cosy chalet also hosted live music with traditional Quebec folk musicians, exclusive gift with purchase offers, and special “spin the wheel” giveaways throughout the month.
This latest customer activation is part of the business’s collective commitment to delivering joy on your way to passengers and creating an unrivalled sense of place experience.
Our focus is on continually elevating the customer experience, finding new ways to showcase our brands and encapsulate our sense of place offering whilst 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.
ARI North America Head of Marketing
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