OUR STORY
OUR STORY
For eight decades, Aurora has connected Brazilian consumers with leading international brands in food, beverages, and wines, building lasting partnerships along the way.
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 that began in a garage, where orders were delivered by bicycle in its early days. As new retail customers were acquired, the company opened its first office on Libero Badaró Street in downtown São Paulo. Within fifteen years, Aurora had become Brazil’s leading importer of dried fruits.
A major turning point came in 1966, when Werner Jacobsberg assumed leadership of the company. With a strong entrepreneurial vision, he expanded Aurora’s business into fine foods and beverages, secured the exclusive distribution of leading international brands such as TABASCO® BRAND PEPPER SAUCE, and built the company’s first headquarters.
Aurora’s history has also been defined by resilience. Between 1973 and 1984, during a period of import restrictions, the company remained one of the few importers able to successfully navigate those challenges and preserve its operations.
In 1985, Werner Jacobsberg passed away unexpectedly at the age of 51, and his son, Alberto Jacobsberg, took over the business. Under his leadership, Aurora began an important process of professionalization, strengthening its management structure, creating new departments, and establishing its own sales organization.
A key strategic decision was to focus on the strongest brands in each category, building long-term partnerships and dedicating greater resources to brand development in the Brazilian market.
This philosophy continues to guide the company today: building lasting relationships with partners who share the same standards of quality, excellence, and market vision.
As the Brazilian economy reopened and consumer markets expanded during the 1990s, Aurora entered a period of sustained growth, broadening its distribution network and continuously renewing its portfolio.
In Fine Foods, Aurora introduced internationally recognized brands such as BAHLSEN, TIPIAK, DE CECCO, MAILLE, LOACKER, and GULLÓN to Brazilian consumers. In 2010, the company launched its first proprietary brand, KALASSI, and later added brands including AHMAD, CAILLER, LOTUS, ST. DALFOUR, RICOLA, and REESE’S.
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.
In Spirits & Liqueurs, the creation of a dedicated on-premise team in 2001 accelerated the division’s growth. LICOR 43 is a notable example, achieving nationwide distribution and increasing sales fiftyfold over two decades. Over the years, brands such as JOSE CUERVO, FERNET BRANCA, CARPANO, FIREBALL, BUFFALO TRACE, PEACHTREE, and DISARONNO joined Aurora’s portfolio.
Beginning in 2004, Aurora strengthened its wine business with renowned producers such as LOUIS LATOUR and LAURENT-PERRIER. In 2009, the company created INOVINI, a dedicated wine division that significantly expanded its portfolio with brands including ARGIANO, YARDEN, DR. LOOSEN, VIDAL-FLEURY, and MARQUÉS DE CÁCERES.
Over the years, Aurora has continuously invested in logistics and technology. In 2005, the company moved its operations to its current Distribution Center along the Anhanguera Highway and subsequently expanded its warehousing and automation capabilities. New management and logistics systems further strengthened operational efficiency and service quality. Aurora also maintains an office in São Paulo and a branch in the state of Espírito Santo.
Between 2009 and 2013, Aurora established dedicated business divisions for Fine Foods, Confectionery, Spirits & Liqueurs, and Wines (INOVINI), allowing greater specialization and focus across categories.
In 2020, the company created a Corporate Marketing department to coordinate corporate initiatives, digital channels, and its B2B e-commerce platform.
Beginning in 2023, Aurora strengthened its quality, sustainability, and compliance programs, reinforcing its commitment to responsible business practices and corporate values.
In 2025, Aurora launched a dedicated Foodservice team serving restaurants, bars, cafés, bakeries, hotels, and foodservice chains. Close collaboration with chefs, bartenders, and sommeliers became an important pillar of this strategy.
Over nearly eight decades, Aurora has built a culture rooted in trust, partnership, and a long-term perspective. Since 1946, the company has remained committed to product quality, service excellence, and sustainable business development.
Led by the third generation of the Jacobsberg family, Aurora continues to invest in its people, brands, and infrastructure to strengthen its market position and build the next chapter of its history. Today, Aurora is Brazil’s leading importer and distributor of fine foods and the country’s leading independent company in the premium beverage market, operating with a carefully curated portfolio and a long-term perspective.
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.