1 Year of Cigar Aficionado for $10 PLUS a Free Gift!

Cigar Industry

Guillermo León Buys La Aurora

May 26, 2011 | By David Savona
Guillermo León Buys La Aurora

Guillermo León has acquired La Aurora S.A. from E. León Jimenes, the family run company that has owned Aurora since 1903. León, who has spent 15 years running the company's cigar division, completed the purchase this week. Terms of the deal were not disclosed.

The Aurora cigar brand was created more than 100 years ago by Eduardo León Jimenes, León's grandfather, and is the oldest cigar company in the Dominican Republic. While cigars are its original business, the company has long done a much larger business in beer (it owns the Presidente brand, which commands more than 90 percent of the beer market in the Dominican Republic) and banking, and it used to make cigarettes.

The deal includes the company's brands (such as Aurora, Guillermo León and León Jimenes) and the company's cigar factory in the Dominican Republic. The building where Aurora Preferido cigars are rolled in Santiago, adjacent to the Museum of the City of Santiago, remains owned by E. León Jimenes. The small factory, popular with tourists, will continue to make Preferidos.

"I'm very happy. Very excited," said León during an interview with Cigar Aficionado. "Now we can make faster decisions. That's an advantage. The philosophy won't change, the philosophy of how we handle business."

Jose Blanco, head of marketing for Aurora, said that the company would "continue the tradition" that it has had for more than a century of "making good cigars."

To read about the Cigar Aficionado story about Aurora celebrating 100 years, click here.

La Aurora S.A.

More in Cigar Industry

See all
PCA, CRA to Host Premium Cigar Virtual Town Hall

PCA, CRA to Host Premium Cigar Virtual Town Hall

Familiar faces from the cigar industry are going online to discuss cigar legislation and recent court …

Sep 18, 2020
Nat Sherman New York City Townhouse Closes

Nat Sherman New York City Townhouse Closes

Nat Sherman shut down its New York City Townhouse this afternoon, ending a 90-year-history of selling …

Sep 16, 2020
ITS Hub Trade Show in Dortmund Canceled

ITS Hub Trade Show in Dortmund Canceled

The ITS Hub hybrid trade show scheduled to replace the InterTabac cigar and tobacco convention in …

Sep 9, 2020
Giannini Out as Ventura Cigar Co. Restructures

Giannini Out as Ventura Cigar Co. Restructures

Amid corporate restructuring and brand consolidation, Ventura Cigar Co.’s former general manager, …

Sep 1, 2020
Beirut Blast Damages Casas del Habano

Beirut Blast Damages Casas del Habano

The devastating explosion in Beirut rattled buildings for miles around, according to published …

Aug 20, 2020
Cigar Aficionado Cancels 2020 Big Smokes

Cigar Aficionado Cancels 2020 Big Smokes

Cigar Aficionado has been forced to cancel its two major consumer events of 2020: Big Smoke Las …

Aug 18, 2020