Third generation of the family leading the business, Guillermo León Herbert has held the Presidency of La Aurora since 2011, the first cigar factory in the Dominican Republic, established in 1903 by his grandfather Eduardo León Jimenes. Although his tenure in company leadership, alongside his father Fernando León Asensio, spans nearly three decades, another should be added considering his involvement in these activities.
In context, it suffices to mention that La Aurora is a world-class company, a national leader with a presence in 70 international markets, thanks to the production of a thousand different references and brands.
Read in the magazine (rotate your device for a better reading experience):
Demonstrating his simplicity and kindness, Guillermo León welcomed the Humo Latino team to his factory in the Tamboril Free Zone, where they shared moments together. As he currently prefers not to conduct interviews, we agreed in advance to send the following questionnaire, answered promptly and presented with the appropriate editorial adjustments:
The tobacco industry faces multiple restrictions internationally, but it thrives in the Dominican Republic. A testament to this is the Declaration of tobacco and cigars as Cultural Heritage, along with various government policies in their favor.
– What is your opinion of the current situation in the country, given these supports and encouragement?
– We are grateful for the Executive Branch’s initiative to declare tobacco and cigars as Cultural Heritage, and the commitment it entails to their cultivation and preservation. We are experiencing an ideal moment for this industry, as such support not only strengthens domestic production but also opens doors to increase our presence in international markets.
– A company with over 120 years of history has been a protagonist in much of the tobacco history worldwide. During your management over nearly three decades, what significant changes do you consider the industry has experienced?
– Among the most important is the innovation in production processes. We have integrated advanced technology to enhance the efficiency and quality of our products, while preserving the artisanal essence and tradition that characterize our cigars.
Another crucial change has been the diversification of our offerings. Over these years, we have worked diligently to expand our international presence, entering new markets and consolidating our position in those where we already operate, always considering the needs and expectations of consumers in countries with unique and differentiated cultures. These factors have been fundamental to the growth and sustainability of the company.
Unlike other Central American and Caribbean producing countries, the domestic market in the Dominican Republic is significant and continues to grow, supported by new generations and the emergence of smoking venues, festivals, and other events.
– In addition to your perspective on this, what role has La Aurora played and what role does it seek to play in the domestic market?
– For us, the domestic market is as important as the international one. We take pride in being a national brand and are committed to our people, our identity, and local consumers. We aim to remain a benchmark of excellence and tradition, ensuring that new generations value and enjoy our products as much as previous ones have.
In the Dominican Republic, La Aurora has been a pioneer in everything. Previously, as part of the León Jimenes Group, but since 2011 – under its Presidency – it has carved its own path.
– What new fields does the company’s diversification contemplate, now encompassing a rum brand, a coffee brand, and even a watch in collaboration with Jacob & Co?
– Innovation has always been one of our pillars and a key to success since our inception. It’s an opportunity to make unique proposals, with a commitment to quality and excellence that has accompanied us throughout our trajectory.
Each product is a challenge and a way to celebrate our legacy, passion, and dedication in everything we do. With the E. León Jimenes 110th Anniversary rum, we wanted to commemorate that special year emblematically, launching a Dominican product that is the ideal pairing for cigars; a unique and premium rum that represents La Aurora’s excellence.
On the other hand, with Kora coffee, we seek to expand our portfolio, recognizing the market’s need and the Dominican culture’s mass consumption of coffee. Regarding our collaboration with Jacob & Co, it was a natural encounter between two brands that value excellence, quality, and craftsmanship. There was a mutual desire to merge La Aurora’s artisanal mastery in cigar production with Jacob & Co’s watchmaking excellence.
– Until 2023, your distribution in the US was handled by Miami Cigar Company, but you have once again become independent with La Aurora US assuming that task. What has this initiative allowed you in the most important market in our continent?
– The independence with La Aurora USA was completed in April of last year, to work more emphatically with that market. Ed McKenna joins us as CEO, leading a new team, and we are working together to ensure sustained relevance, vitality, and success.
It’s an opportunity to implement more specific Marketing and sales strategies aligned with our values and objectives, allowing us to connect more directly and effectively with consumers.
Recently, ProCigar elected Litto Gómez as President, and Hendrik Kelner as President Ad-Vitam, in recognition of their careers.
– What are your comments regarding Hendrik Kelner’s legacy? And what do you expect from the future actions of the Association?
– Hendrik Kelner has been a key figure in the tobacco industry. His legacy is immense, characterized by his tireless dedication to quality, innovation, and the promotion of Dominican cigars. He has left an indelible mark, elevating production standards and consolidating the reputation of our cigars in international markets, so his appointment as ProCigar’s President Ad-Vitam is a well-deserved recognition of his work and exceptional achievements.
With Litto Gómez as the new President, we trust that the Association will continue its valuable work of promoting excellence and unity within the Dominican tobacco industry. We hope that ProCigar will remain a reference in the Dominican Republic and beyond, working closely with all members of the tobacco community to address present and future challenges.
– How would you characterize your management at La Aurora, and how is the company preparing internally for the generational change amid an “uncertain” future regarding increasing anti-tobacco policies?
– Our legacy has been a relay race of knowledge and experiences passed down through generations, starting with my grandfather Antonio Gavino León, who was a tobacco grower.
We have been and continue to be a family passionate about tobacco, and as a member of this family, my commitment and responsibility are to uphold it. Moreover, to be an inspiration for those who will continue to write this story. We will continue to produce and market products of the highest quality, always true to the values and principles that represent our family; honoring, furthermore, the unwavering commitment to contribute to the development of our society.
