OUR STORY

Aurora is the leading fine foods importer and distributor and the main independent company in the premium spirits market.

Founded in 1946 by Alfredo Jacobsberg, Aurora is a family owned company born in a garage, from where orders were delivered by bicycle in the early days. Step by step, new retail customers were acquired and soon Aurora opened its first offices, at Libero Badaro Street, Sao Paulo. Fifteen years later, the company became the main importer of dried fruits in Brazil.

But the greatest leap ahead came as of 1966, when Werner Jacobsberg took over the company’s management.

A great entrepreneur, he expanded the company’s business to fine foods and beverages, obtained the exclusive distribution of distinguished international brands, such as TABASCO® BRAND PEPPER SAUCE, and built the company’s first headquarters.

From 1973 to 1984, Aurora faced difficult times due to import barriers, but was one of a few importers to survive that predicament.

In 1985, Werner Jacobsberg passed away unexpectedly at the age of 51, and his son, Alberto Jacobsberg, took over the business management. Gradually, the company’s structure became more professional: the Marketing, Information Technology and the Merchandising areas were created, and the Sales team, previously basically consisting of Sales Representatives, was transformed into an exclusive Sales professionals team fully employed by Aurora.

A significant and decisive strategy was to reduce the number of suppliers, by choosing the best in each category, thus allowing a greater focus on each of the selected brands.

When import barriers were lifted, initially in 1984, but specially as of the early 90’s with the so-called ‘Real Economic Plan’, Aurora enjoyed tremendous growth, expanding its distribution and revitalizing its product range, in various categories.

Fine Food: Between 1988 and 1998, famous brands such as the BAHLSEN cookies and CAMPBELL’S soups were introduced into the Brazilian market by Aurora. From 1999 to 2009 the brands TIPIAK, RISO INVERNI, MAILLE and JULES DESTROOPER also joined Aurora’s portfolio. As of 2010 Aurora acquired important brands such as LOACKER, KALASSI and GULLON. In the recent years, new brands were added to Aurora’s premium portfolio: MARETTI, AL-WADI, MUTTI, AHMAD, CAVENDISH & HARVEY, BONDUELLE, LAVAZZA, LOTUS and ST. DALFOUR.

Spirits & Liqueurs: As of 2001, by strengthening its operations in the beverage alcohol sector, creating a dedicated team to work at the on premise outlets, a strategic orientation and promotional activities supported by its suppliers, Aurora made a turning point in the development of its beverage brands. LICOR 43, e.g., with marketing investments, focus and creativity, gained nationwide distribution enabling its sales volume to increase by 20 times in 10 years. Significant brands such as JOSE CUERVO, STOLICHNAYA, FERNET BRANCA, CARPANO, FIREBALL and DE KUYPER became part of the portfolio, thus providing a new dimension to the Spirits & Liqueurs division.

Wines: As of 2004, Aurora enhanced its wine portfolio, with the addition of major brands such as LOUIS LATOUR, LAURENT-PERRIER, TIO PEPE, BERONIA and HARDYS. In order to succeed in the wine market, and be perceived as a major player, Aurora has set up a separate division with experienced professionals. In August 2009, INOVINI was born and over the years several high quality wine brands were attracted by the professionalism and focus shown by Inovini and joined its portfolio; VIETTI, ARGIANO, YARDEN, DR. LOOSEN, PENFOLD'S and ALFA CRUX.

In 2005 Aurora moved in to its new Distribution Center by the Anhanguera Highway. With expansions undertaken in 2013, 2018 and 2020 there are currently 9,000 sq meters of storage area with 11m height and strategically planned facilities for dry and refrigerated warehousing. Management systems were also implemented to provide Aurora with reliable and efficient data processing. Order collection and processing were automated with the implementation of a Warehouse Management System (WMS), reducing handling and shipment lead times and increasing the operation efficiency. Aurora also has an office in Sao Paulo’s Vila Olimpia neighborhood and a branch in the state of Espirito Santo to ensure a better service level for the various Brazilian regions.

Between 2009 and 2013, Aurora decided to create four business divisions, each one with its specialized team: Specialty Foods, Confectionery, Spirits & Liqueurs and Wines, known as Inovini, allowing a focused approach in each product category. In 2020 Aurora created a Corporate Marketing area to coordinate our corporate marketing initiatives, Social Midia Channels, including our B2B E-Commerce.

Today, relying on experienced professionals prepared for great challenges, Aurora is the main independent import and distribution company in the Premium Spirits market, and leader in the Fine Foods market. Inovini will soon be among the 10 most important distributors of high quality wines.

Since 1946, Aurora believes in the partnership established with its employees, suppliers and customers, and is committed to offer high quality products and customer service excellence. Led by the Jacobsberg’s family 3rd generation, Aurora continues to invest in its team and infrastructure in order to grow consistently and take advantage of the attractive opportunities that arise.