Serving Aruba since 1923

Aruba Trading Company

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, in other words, began long ago and remains a passion we still hold dear today.

Elias Moses Curiel, a merchant sailor prominent in the late 19th century, made the family’s first step into business with very strong values. His son, Morris E. Curiel, followed in his father’s footsteps, building the family’s first business “La Casa Amarilla” in 1887, also known as The Yellow House, which would become our trademark color to this day.

In 1986, after decades of experience in the liquor business, Aruba Trading Company launched its own liquor plant in Aruba, located in the heart of downtown Oranjestad on Weststraat. In 2010, this plant was incorporated under the name of WestStreet Liquor Company.

Today Aruba Trading Company delivers products to more than 600 relations located all over Aruba; companies, supermarkets, restaurants, hotels and private clients. We value each and every one of our clients and work hard to maintain a high level of trust using the same values as almost 100 years ago.


Our Values

At Aruba Trading Company 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. We embrace innovation and see challenges as opportunities.

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.

  • Our Mission

  • To rank among Aruba’s premier private enterprises;
  • To continue to diversify and grow our product portfolio;
  • To serve our customers to the best of our ability while adding value to their business;
  • 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 network;
  • Flexible market approach;
  • Focused on customer service and customer relations.

Serving more than 700 customers on the island


We've been merchants since 1923. They key to our longevity has always been absolute dedication to all of our brands and business activities. We manage the complexities of our organization by dividing our company into a series of divisions, each with dedicated staff. Aruba Trading Company has its own marketing department working closely together with the commercial team, making sure all our brands are well represented throughout the island.

Our wholesale division holds the following portfolios:

  • Champagnes
  • Wines
  • Spirits
  • Beers
  • Wines & Champagnes
  • Non-Alcoholic Beverages
  • Local Bottling (WestStreet Liquor Company)

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. Our approach to portfolio specialization leads to efficient structuring that fully addresses the needs of our customers and brands we represent.


Our Company is managed as a private family company with a participative leadership approach. The company is closely monitored by family members on the supervisory board of directors and is chaired by our founder's great grandson Marc Henriquez. The day to day management and overall operations rests in the hands of a dynamic and well qualified team, led by our Chief Executive Officer, Rossini Goeloe.


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 is 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.
  • 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 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 & Williams, Smith Corona, Sony, Triumph, as well as numerous companies working in the spirits, cosmetics, and tobacco industries.

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
  • Hoegaarden
  • Leffe
  • Monkey Shoulder
  • Hendrick’s
  • Dos Maderas
  • Stolichnaya
  • Plantation
  • Tequila Rose
  • Hpnotiq
  • Jim Beam
  • Campari
  • Aperol
  • Barton & Guestier
  • Cavit
  • Cloudy Bay
  • Cupcake
  • FlipFlop
  • Ménage à Trois
  • Santa Rita
  • Viña Maipo
  • Go Fast!
  • Vitamalt
  • Powermalt
  • Ollé Né a Paris
  • Alma Care
  • Camel
  • Weststreet Liquor Company

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

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.