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.

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.

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.