Reinventing The Vine: ARI channels 1920s glamour to land ‘a more distinctive home’ for wines
4 minutes read
Introduction by Peter Marshall
Seldom do airport wine activations truly get the grape juices flowing. Yet travellers browsing the duty-free aisles at Montréal-Trudeau International and Québec City Jean Lesage International Airports are in for a surprise.
Introduced recently at Montréal Duty Free and Québec Duty Free, the Salon du Vin* concept from Aer Rianta International North America (ARINA) offers nostalgic cues to the joie de vivre of historic speakeasy-style lounges and bars in both cities. It blends an imaginative, heady architectural backdrop with a thoughtfully curated selection of leading Canadian and international wines.
The approach responds to the strong performance of the category, a key segment of ARINA’s Canada operations, while simultaneously addressing heightened consumer demand for discovery-led encounters. More importantly, the Dublin-headquartered travel retailer believes the concept offers something for cellar masters and curious sippers alike.
In conversation with ARINA’s Director of Operations Colin Morgan (CM) and Liquor & Tobacco Buyer Pauline Bonhomme (PB), TRunblocked.com Editorial Contributor Luke Barras-Hill (LBH) uncorks the inspiration behind the new concept, explores the rising appeal of cool-climate varietals, and analyses whether we’ve reached a turning point for wine-led retail innovation at airports.
LBH: Colin, please describe the background to Salon du Vin and the timing of the concept launch.
CM: Salon du Vin was created in response to two clear trends across our Québec and Montréal locations. First, wine continues to resonate strongly with our customers, particularly travellers already enjoying the category and looking for trusted, recognisable brands. Second, passengers increasingly expect airport retail to feel more curated, premium, and rewarding.
We felt the time was right to elevate how wine is presented within the travel environment and give the category a more distinctive home. Rather than sitting as part of a broader liquor offer, Salon du Vin allows us to celebrate wine in a more engaging and specialist way.
At ARI, we speak about creating ‘Joy on Your Way’, and Salon du Vin reflects that ambition by turning time in the airport into a more enjoyable and memorable part of the journey.
LBH: Pauline, there is growing appeal for wines at ARINA’s Québec and Montréal stores. Which passenger groups are driving demand?
PB: Growing appeal is being driven primarily by Canadian travellers, many of whom are already confident wine consumers and familiar with strong domestic and international selections in the local market.
That familiarity matters; customers appreciate seeing wines they know and trust, whether from France, Italy, Spain, or other established regions, while also having the opportunity to discover something new in a curated airport setting. International wines remain very strong performers, particularly classic French and Italian varietals, which continue to resonate with Québec consumers.
At the same time, we are seeing increasing interest in Canadian wines, supported by changing consumer sentiment and a growing appetite to champion local producers. Seasonally, leisure travellers heading to sun destinations play an important role, often shopping with a clear purchase mission for holidays, celebrations, or gifting. Overall, travellers who are informed, quality-conscious and looking for an offer that feels relevant and enjoyable to shop are shaping demand.
CM: Québécois really know their wines; they are experts and demand a fair price point. They look for value, but also to self-treat and move up the wine categories. In Québec and Montréal, speakeasies are very popular, though more skewed towards bourbons, Scotch and Irish whiskey. We wanted to bring that concept in and add a luxury feel to it. In Québec duty free, you feel like you’re in a wine library or a members club. The backdrop is value wine under very strong promotions that run all year and we’ve also scaled into some of the more premium price points.
LBH: Many will be familiar with Canada’s sweet ice wines, but cool-climate varietals like Riesling and Chardonnay are now gaining popularity alongside wines from more traditional regions.
PB: Icewine remains an iconic Canadian product and continues to perform well. What is especially exciting now is the broader recognition of Canada’s cool-climate winemaking credentials. Categories such as Riesling, Chardonnay, sparkling wines, and premium rosés are gaining momentum as customers become more aware of the quality, freshness, and balance these wines can offer.
We are also seeing strong interest in regional specialties such as Québec ice cider. Together, these trends are helping reshape perceptions of Canadian wine. It is no longer viewed through a single lens, but increasingly recognised for diversity, craftsmanship, and genuine international quality.
LBH: The display and execution is designed to feel premium and bespoke, but what appeals to the oenophile may not to the casual drinker. How have you struck the right balance here?
CM: Customers can shop by clear cues such as colour, country of origin, style, and occasion, making the experience straightforward for casual buyers while still engaging for more knowledgeable wine consumers.
The assortment plays an important role. We combine trusted, well-known labels with a smaller number of discovery and premium options, so travellers can either purchase with confidence or enjoy finding something new.
Clear pricing, concise messaging and knowledgeable staff support the experience further. The result is a concept that feels curated and sophisticated, while remaining warm, welcoming and easy to navigate.
LBH: ARI has experimented with wine-focused activations in the past i.e. the Wine Goose Chase collection at Dublin T1. What lessons from previous executions informed Salon du Vin to ensure a point of difference?
PB: One of the biggest learnings has been that wine customers value clarity and confidence as much as they value range. Previous activations showed us that while promotions and storytelling can create interest, travellers often make decisions quickly.
Therefore, the shopping experience needs to be visually strong, easy to understand and immediately relevant. Salon du Vin builds on those learnings through stronger category presentation, simplified navigation, clearer segmentation by style and occasion, and a more editorial approach to communication.
People want inspiration, but they also want convenience and confidence in their choices. That is where the concept creates a clear point of difference.
*Salon Du Vin retail space: 42.5 square metres at Montréal–Trudeau International Airport; 30 square metres at Québec City Jean Lesage International Airport. ARINA is currently renovating its duty free footprint at YUL. Under the new configuration, the Salon Du Vin concept will be rebuilt and re-housed over 35 square metres.
