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The Twitter Cigar

Sep 15, 2010 | By David Savona
The Twitter Cigar

The company that makes the Aurora brand may be 107 years old, but its newest cigar was created thanks to a very new fangled way of doing business-Twitter.

La Aurora's new Aurora 107 brand celebrates the company's 107 years of making cigars in the Dominican Republic. The cigars are made with Ecuadoran wrappers, a mix of Dominican and Nicaraguan tobaccos on the inside, and have scored 87 to 88 points in our tastings.

Recently the principals at La Aurora signed up for the social media site known as Twitter, where users send out 140 character updates known as "tweets" and interact with other users. An interesting thing happened-the cigar smokers that reached out to La Aurora via Twitter asked them for a lancero size in the 107 blend. And they kept on asking. The result came to be known as the 107 Lancero Project.

"To be honest, Twitter made it happen," said Jose Blanco, director of marketing for the Dominican company (twitter.com/joseblanco809). Cigar smokers on Twitter kept on requesting a lancero, and Blanco and head of cigar operations Guillermo Leon (twitter.com/GuillermoLeon_) had the factory make up prototypes and then added the size to the portfolio. "It went on sale Tuesday," said Blanco. "The power of Twitter is unbelievable."

Aurora is hardly alone on Twitter-most cigar companies have some kind of Twitter presence, as does Cigar Aficionado magazine (twitter.com/CigarAficMag). But the company believes it's the first to use demand from Twitter to launch a new size in a cigar line.

The Aurora 107 Lancero, which will be made in small quantities, measures 6 7/8 inches long by 40 ring, has a pigtail, and is made with the same blend as the other 107 sizes. It has a suggested retail price of $7.

But there's a catch to get it-cigar shops can only order the cigar via Twitter.

David Savona also tweets-twitter.com/DavidSavona

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